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Our Story

Our Story

On a summer afternoon in Zermatt, Switzerland, Susanne Reich was making her way down a steep hillside after her morning hike. Her two daughters were in tow, laughing behind her as they pulled up wildflowers and ran about in sheer delight. She stopped to take in the scene, recognizing that she was in a place unlike any other. The mountains have a power of their own, capable of inspiring and cultivating creativity – and so the idea of Alp-n-Rock was born. It found its roots in the green, undeniable summertime glow of the European hillsides, alive and moving with its rustling grasses, chirping crickets, and babbling streams.

There was no doubting that Alp-n-Rock would become something wonderful, as it was born from a feeling of freedom and pure joy. So, the journey began, first with a woman who rolled up her sleeves, drew up four sketches, cleared out her garage, and got to work. Over the years, drive and determination coupled with a unique vision and dedication to the highest quality product. Alp-n-Rock continues to grow each year, constantly creating innovative clothing that combines fashion with functionality and the signature eye for detail that defines each of our pieces. From beautiful outerwear and intricately embroidered long sleeves, to a yoga collection and ready to wear spring line, there isn’t a thing Alp-n-Rock can’t do.

That’s what makes us special. Alp-n-Rock is a family, both as a working team and as a collective group of customers. We love and value the community of people who buy from us more than anything. They motivate us to create as we observe their love for the outdoors, adventurous spirits, and their choice to support a company that is doing good things for the world. Alp-n-Rock’s ethos is that the greatest luxury is the ability to give back. We donate up to 10% of profits to the Room to Read foundation, sending girls in developing countries to school, proudly providing the lifelong gift of education.

From the peaks of the Swiss Alps to the snowy slopes of Aspen and everywhere in between, Alp-n-Rock is inspired by the most beautiful thing of all – the world around us. Everyday our mission is to create beautiful garments that raise the bar, and the thread that holds it all together is the choice we make every day – to never settle for anything less than the best. Made for you: our movement loving, exploration seeking, incredible customers around the globe. By believing in us, you’ve allowed us to create a company that is truly authentic, and we look forward to the journey ahead. Because of you, Alp-n-Rock continues to write its story – so thank you for being a part of it.