About the brand

Back To Alaska

Back to Alaska is a French brand founded by Jacques Loyer, also known for the brand Coup de Cœur in the 1980s. Building on his previous success, Loyer decided to embark on a new adventure with the goal of transforming the down jacket into a must-have piece suitable for the whole family. This gave birth to The Doudoune: ultra-light, ultra-practical, ultra-warm, ultra-comfortable, and ultra-stylish. The brand's identity is built around a distinctive logo, "the surfing bear," symbolizing values of freedom, nonconformity, detachment, and humor. In addition, Back to Alaska stands out with the creation of t-shirts featuring quirky messages and travel themes, adding a unique and original touch to contemporary fashion. These elements enable the brand to carve out a unique place in the fashion industry by combining innovation, comfort, and style.