Snow covered peaks in the Alps under heavy cloud

We sell clothes.
We back the mountains.

Ten percent of every order goes to the people fighting for the glaciers, the seasons and all of us who depend on them.

See the collection

Glaciers are retreating, seasons are shortening, and the communities that depend on them are the ones who pay for it. Ten percent of every order goes to Protect Our Winters Europe. Every item, every order, no end date.

36

days shorter, the Alpine snow season

1,000

Swiss glaciers already gone

10%

of Swiss glacier ice lost in two years

Snow cover: Carrer et al., Nature Climate Change. Glaciers: GLAMOS and the Swiss Academy of Sciences.

Dropping soon

The Hoodie in black, embroidered ridge on the chest The Hoodie worn on a mountain trail

The Hoodie

Unisex. Organic and recycled cotton, 350gsm

£75

The Tee in black, embroidered ridge on the chest The Tee worn trail running

The Tee

Unisex. Organic cotton, high neck, 200gsm

£38

The Beanie in black, embroidered ridge on the cuff The Beanie worn in the snow

The Beanie

Unisex. Organic cotton, ribbed knit

£32

Yes, there are wrinkles. We photographed the samples on the floor rather than pay a studio, because that cost ends up on your price, not ours.

How it is made

01

Organic and recycled

Everything here is made from organic cotton, or a blend of organic cotton and recycled materials, under Fair Wear standards.

02

Certified, not claimed

Every fabric carries a third-party certificate: GOTS or OCS for the organic cotton, GRS or RCS for the recycled content. Printed, embroidered and packed with equipment built to use less energy and water.

03

Made to order

Each piece is made after you order it. Nothing is produced on the chance it sells, so nothing ends up in landfill unworn.

Stefano, founder of Mountain Fitness, in a helmet and goggles above the snowline

Our story

Why the mountains

I grew up in Turin with the Alps on the horizon. The first time I went up I was fifteen, on an old board a friend had stopped using, on the slopes above Cervinia. The glacier up there, the one you could still ski on in August, has lost a quarter of its ice since the 1970s. Nobody had to explain the problem. It was in front of me.

The people who live there feel it first, but the rivers that run through Europe’s cities start in places like that one, and losing the snow affects everyone below them. We are trying to change that. It is why the ten percent goes where it does, and why it is not up for review.

The logo is a ridge line, and it is a pulse: both halves of the name in one shape. It is also an M. A mountain with a pulse is a mountain still alive. Keeping it that way is the whole point.

Stefano
Founder

The Pulse

Our newsletter

What is happening to the mountains, and what your ten percent is contributing to.