It was at the end of the Second World War that Roy and his wife Alice started an informal business selling military surplus by mail order. It started "slowly" with sleeping bags, parkas, then backpacks and even climbing pitons, and ended in 1958 with a 193-page catalogue of equipment dedicated to what is now known as outdoor.

Holubar will rapidly expand thanks to Alice's technical innovations, which will revolutionise the market. The brand will indeed be the first brand in the world to combine nylon - recovered from parachute fabrics - with down (from sleeping bags).

From innovation to innovation, Holubar will design the first mountain parka which will then be imitated and duplicated ad infinitum. This success is partly due to the close relationship that the brand has been able to forge with practitioners, drawing on their own experience of the mountains. Thus the brand has won the support of young people and city-dwellers, who are particularly sensitive to the combination of style and functionality of its ranges. A modern look and great technicality, an alliance that still today forms the brand's DNA.