Founded in 1946 by mountaineers Roy and Alice Holubar , the brand quickly earned a reputation for creating premium mountaineering gear. From sleeping bags and down jackets to waterproof aprons and rugged backpacks, Holubar has been a pioneer in apparel design and material technology. As well as pioneering the use of nylon and down insulation to create lightweight yet durable clothing, they are also credited with creating the mountain parka style, a heavy, military-influenced coat.
The 1960s and 1970s were an exciting time for many outdoor pursuits. An avid public interest in climbing and mountaineering saw mail order sales explode. New materials and advances in construction techniques paved the way for a variety of innovative products. Companies like Patagonia and The North Face emerged as industry leaders, and Holubar, which saw a large influx of new customers, opened stores throughout the Colorado region, establishing itself as one of the country's leading outdoor brands. The Mountain Parka worn by Robert De Niro in the 1978 film " The Deer Hunter " is a notable example. At the height of the brand's popularity, after nearly 30 years at the helm, Roy and Alice decided to sell Holubar in 1975 to Johnson Wax, a chemical manufacturing company. With little experience in creating mountaineering gear and trying to match competitors like The North Face, the new owners shifted the company from a high-end specialist to a low-cost manufacturer of mass-produced outdoor gear. The legacy, experience, and loyal following that Holubar had acquired over the years disappeared almost overnight. In 1981, Johnson Wax sold the company to The North Face. Under The North Face's ownership, Holubar's prospects remained limited for several decades. Thankfully, a small group of Italian clothing enthusiasts purchased Holubar from The North Face a few years ago, seeking to breathe new life into the label by focusing on the brand's heritage. Blending Italian fabrics with European construction , Holubar is finally back to creating clothing and gear the way Roy and Alice originally envisioned it ; check out Little America Store in Rome's Eur district for a wide selection of jackets, shirts, and accessories.
