Holubar, a classic brand of the american “Outdoor Gear” , was born in Colorado in 1946 from an idea of Alice and Roy Holubar , and began informally its business with the sale of army surplus down-filled sleeping bags and expanding then the offering to parkas, backpacks and climbing pitons. For the Holubars their great passion for the outdoors activities gradually turned into a real business until the formal start of Holubar Mountaineering in 1947. At the beginning the activity developed primarily as a typical 'mail order' business to get to 1958 with a catalog of 143 products. The brand quickly imposed its presence on the market, initially in Colorado and then throughout the United States for the excellent quality of its products and a pioneering approach of Alice and Roy Holubar to whom we owe a great number of technical innovations that have inspired over the years many of the most renowned companies of the 'Outdoor Gear' as the use of nylon, its combined use with down filling, or the invention of the Mountain Parka, one of the most popular garments ever in North America. From the store in Boulder, adjacent to the first lab, Holubar developed a chain of flagship stores in several U.S. states. One of the reasons that enact the success of many of the innovations introduced by the Holubars since the early years is that Roy and Alice Holubar had always maintained close relations with the world of climbers and outdoor enthusiasts. This proximity to the world of outdoor professionals meant that each of the technical innovations introduced by the Holubar was the result of an exchange of ideas with the same users of products and were determined by real needs of functionality arising from experience. As already happened to other major brands of the american Outdoor Gear business, Holubar also began to gain recognition and fame gradually beyond the scope of professional users: Holubar became one of the best known brands of outerwear of America for general city use. The brand was able to take advantage of this development meeting the tastes of a young audience with stylistic contributions that nothing took off anyway with quality content and functionality of each garment : this ability to combine technical excellence with a contemporary look, took Holubar to gain an important position also in the kids market. In 1968, the Holubars decided to sell the business and in the ‘80s the brand was put to sleep from its new owners. Holubar is currently the subject of a major revival which started from Europe and aims to re-launch the brand in the United States and worldwide.