Alpen Launches New Brand 'Alpen Mountains' Specializing in Japanese Traverse Hiking on June 19

Alpen Inc., a retailer of outdoor and sports equipment, is launching 'Alpen Mountains,' a new brand dedicated to the Japanese mountaineering culture of 'traverse' (juso), starting June 19, 2026.

Embracing the Japanese 'Traverse' Culture Japan's landscape is 70% mountainous, primarily consisting of mountain ranges rather than isolated peaks like Mt. Fuji. Traverse hiking, involving walks along beautiful ridge lines, is considered a uniquely Japanese trail experience. Alpen Mountains was born from a desire to respect this culture and share the joy of traverse hiking with more people. After opening its first store in Nagoya in 2018 and hosting various events, the brand is now channeling those experiences and 50 years of manufacturing expertise into high-performance gear designed to expand the reach of traverse culture.

Respect for Japan's Nature and Biodiversity The brand logo, 'Snow Deer,' symbolizes the deer as a messenger of the mountain gods and 'snow,' representing the core of the brand: safety and success in mountain trips. The designs reflect a deep reverence for nature, adopting the 'Sankayo' alpine flower as a motif for this season.

Dedication to Traverse-Specific Functionality 1. Fusion of Unique Patterns and Cutting-Edge Lightweight (UL) Technology Utilizing expertise gained from supporting world-class athletes, the brand applies patterns that fit the Japanese skeletal and muscle structure, minimizing parts and seams to pursue extreme weight reduction (UL technology) without sacrificing structural integrity.

2. World-Class Moisture Permeability The brand utilizes materials with world-class moisture permeability (40,000g/㎡/24h) to keep the interior of the garments dry even in Japan’s hot and humid environment.

Limited Edition: 100 Units of 'Trekking Bag 35 with Dyneema®' To commemorate the brand's birth, 100 limited-edition trekking bags featuring high-strength, ultra-light Dyneema® composite fabric HYBRID will be released. Price: 42,000 JPY (tax included) / Weight: ~800g / Capacity: 35L

Super Lightweight All-Weather Jacket Featuring 40,000g/㎡/24h moisture permeability and 40,000mm water pressure resistance, this jacket offers a balance of top-tier breathability and high water resistance. Price: 29,700 JPY (tax included) / Weight: ~210g (L size) / Features: Moisture permeable, water-repellent, waterproof, windproof, includes storage bag / Colors: Light Gray, Dark Gray, Red Brown / Sizes: XS–2XL (unisex)

Super Lightweight Shirt 'Sankayo' An ultra-lightweight shirt designed to stay away from the skin even when sweating. It features durable water repellency, UPF 50+ protection, and a bold print of the 'Sankayo' alpine plant. Price: 8,910 JPY (tax included) / Weight: Men's ~115g (L), Women's ~100g (M) / Features: Durable water repellency, UPF 50+ / Colors: (Men's) Light Gray, Army Green, Grayish Blue; (Women's) Light Gray, Dark Blue, Red Brown / Sizes: (Men's) S–2XL; (Women's) S–XL