The Jackets You Can Wear On and Off the Jet Ski
By Hannah Sellers
Alan Pivovar resists easy categorization. The founder behind Alphenhaus initially launched his brand in Sept. 2024 with just outerwear; however, today, the brand operates as something more expansive—a lifestyle proposition rooted in post-pandemic shifts toward intentional living. Post-COVID-19 lockdowns, Pivovar began to notice fundamental changes in consumer priorities specifically, behaviors that increased emphasis on personal exploration, travel, and, in products, adaptable functionality over single-use goods. In response, Pivovar imagined Alpenhaus, a “Smart Luxury” brand that repositions quality and longevity as the true markets of premium goods rather than prohibitive pricing alone.
Alpenhaus’ collections are deliberately priced below heritage luxury competitors while maintaining comparable technical standards. This philosophy manifests practically in Alpenhaus’ design methodology. Many of their pieces are versatile with convertible constructions that transform sleeves to vests, offer removable inner layers for temperature adaptation, and feature detachable hoods for style flexibility. Pivovar describes this as “complex simplicity” — meticulous engineering concealed within streamlined silhouettes that transition seamlessly across contexts. Alpenhaus’ pieces pay tribute to Pivovar’s upbringing on the border of the German Alps, where mountain culture intersects with European design sensibility.
I tried out the Arly Elongated Hybrid Lightweight Puff Coat for myself, and it’s safe to say it will keep me bundled in-style in the coming winter. Before I even tested the jacket, its packaging, an eye-catching silver mailer, boasted minimalism that conceals sophisticated next-level technological engineering. In addition to the Arly coat, I have my eyes on the bold colored Winekka 2-in-1 reversible puffers and the Mongie Tweed-Look Puffer Jacket.
For The Wake Edit’s readers navigating cold-water jet ski sessions, alpine weekends, and urban environments, this adaptability addresses the practical demand of active lifestyles for gear that performs across varied conditions without requiring specialized pieces for each scenario.
We spoke with Pivovar about Alpenhaus’ post-pandemic origins, the brand’s “modern summit-seeker” customer philosophy, and ambitious global expansion plans that extend beyond traditional retail trajectories.
THE WAKE EDIT: What inspired you to create Alpenhaus, and what gap did you see in the winterwear market?
ALAN PIVOVAR: Alpenhaus goes beyond the traditional label of outerwear. While outerwear was our foray into the fashion industry, we consider ourselves more as a lifestyle brand. When the opportunity emerged to create Alpehaus, I wanted to create something that resonated with the masses, with a grounded approach. Over the course of the past few years + a pandemic, people changed their outlook on many things, including retail and consumerism, and we wanted to give them something new and practical. There was a shift in lifestyle, and an attention toward personal interest and lifestyle. This particular shift was a catalyst for creating Alpenhaus.
As shoppers aimed to spend more time for themselves, traveling, exploring, living – we wanted to create a brand that embodied this. The products are designed to be an extension of yourself, adaptable and ready for anything. The apparel you wear while on an Alpine vacation, can be the very same you wear for a night out on the town after work. Hot and cold, Dry or Wet.
To bring this vision to life, it was important for me to have made these products accessible and conscious of our climate. Alpenhaus steers clear of any animal-based products, and instead, has worked to develop our eco-puff® insulation that mimics the feel of real down, using sustainable materials that are recycled or partially recycled.
TWE: Why are Alpenhaus pieces great choices to wear out on the water?
AP: Our products have the ability to adapt to any journey. We consider versatility & convertibility as key factors while in development. Having 1 jacket that does it all is ideal for any adventure. One jacket, which you can transform in many ways, from morning to night, inside to outside. Our coats are convertible, to adapt to any climate and journey. Whether you need to remove the sleeves and make a vest, remove the inner layer for warmer weather, take off the hood – the pieces are effortless and timeless wardrobe staples. I like to call them a mix of complex simplicity. The attention to detail is immaculate, in the fit, function, and style, but they are straightforward to wear on every occasion and go with just about any look.
TWE: Alpenhaus blends performance with luxury — how do you balance technical function with beautiful design?
AP: As a brand, we like to refer to products as “smart luxury”. It carries more weight for us. Luxury is subjective and not always indicative of high-quality products, but rather an expensive price tag. The true luxury is in the quality, care, and functionality, and this is what we offer. Something that makes you feel and look good, without breaking the bank. We want to create products that last you a lifetime, but still feel current in design and aesthetic. A big part of our brand is the attention to detail in our silhouettes, design, colors, and finish. I’m very meticulous, maybe a bit too much so – but care deeply about the product and what it can be for our customers. Every detail, compartment, pocket, are necessary in the functionality of Alpenhaus.
TWE: Who is your ideal Alpenhaus customer and where are they wearing your pieces?
AP: Our aim for the Alpenhaus customer is a modern summit-seeker, the forward thinker, the Epicurean. We’re still a young brand and like to steer away from labels putting us in a box, but really lean into key pillars of our brand to align with our ideal customer. It’s important to us for our customer to embody the following:
- Positivity
- Adventure & Grit
- Sustainability + Earth-consciousness
Alpenhaus is welcoming, and we welcome customers to invite us into their lives. The products become an extension of everyday life – running errands, traveling, exercising, spending time with loved ones.
TWE: Looking ahead, what’s next for Alpenhaus—any new collections or directions you’re excited about?
AP: One year ago, we weren’t even on the map, and this year we’ve grown exponentially. From the day that we started that brand, we had big goals, global / worldwide. We want to not only land in North America, but have a presence across the globe. Global visibility was a milestone for 2028, but we are already kicking things off to tackle it for 2026. It’s a steady growth, well-maintained and thought out. If you’re asking me to paint a bigger picture, I’m a dreamer. I would love for this vision to turn into a school of sorts. A bit like the Bauhaus movement from 1919. I love the art of sharing and would like to mix multi-disciplinary studies to influence the next generation of artists and creators. People may think I’m too ambitious, but 15 years ago I wouldn’t have thought of being where I am now, so see you again in 15 years.
