Founded by Susanne Reich, Alp N Rock is the fashion-meets-performance brand that’s been specially designed for socially-conscious and stylish adventurers. For both men and women, expect high-quality fabrics and thoughtful details that offer both form and function. From long puffer coats to crew neck sweaters and sleek modern pants, pieces are contemporary yet timeless, so you’ll love them forever. This premium brand is focused on giving back, too, empowering the next generation of women by funding the education of girls in developing countries to provide and supporting girls who’ll go on to become next-generation leaders.
We learn more about the signature Alp N Rock aesthetic, Susanne’s customer base, and her 5-year plan.
As you say, the brand started with four sketches, a cleared-out garage, and one woman’s mission of launching a company that would make a global impact – what inspired you to start your own company?
I was inspired by the thought that I could create something that would go on to better the world in a lasting way. Alp N Rock was started to help fund the education of young girls in developing nations, which is why we have a long-standing partnership with Room to Read. I believe that the clothes we wear can change the world, and these values are why we strive to create mindful and timeless products in a thoughtful and ethical way.
Which were the first pieces you designed?
The first piece I ever designed was a reversible long-sleeve tee. I developed a new fabric with a knitting mill in LA which was special because it had two layers. This made it possible to design two distinct sides to each piece, and we moved forwards from thereby introducing new product categories each season.
How would you sum up the signature aesthetic of Alp & Rock? Some phrases that come to mind are carefully crafted, timeless but modern, perfected fits and details, and sophisticated yet approachable. Who is your customer? Well-traveled, educated, and successful women of all ages who value our cruelty-free ethos and believe that the greatest luxury is the ability to give back.
Do you have a favorite piece from the current collection?
I love the Simone sweater. It’s one of our best-selling pieces, and it is 100% cruelty-free, itch-free and is designed to be a wardrobe staple that will stand the test of time.
What are the cornerstones of your company?
To empower women, create high-quality pieces that are designed to last, and be a 100% cruelty-free company that is continually working to minimize our impact on the planet.
What is your 5-year plan?
Alp N Rock will continue to grow, expanding both digitally and internationally. We will continue to support the cause of girls’ education, and work towards our sustainability goals.
What would be your advice to any budding designers?
Give yourself the opportunity to succeed by allowing yourself the possibility of failure. Find what is most important to you and go from there. Always treat everyone with respect, from the factory worker to the USPS delivery person – it takes all of these people and their hard work to make a successful brand that can create change in the lives of all who come in contact with it.
