About

Hi, I'm Luke, founder of Jura Alpine Gear.

I've been skiing in New England for over 25 years. I started Jura in Boston in 2024 with the idea of building gear that is specifically tailored to the conditions we have here. Between days full of ice, powder, groomers, or freezing rain, our gear goes through a lot. That means building products with the right materials that can handle all of it. 

But I want Jura to be more than just gear. Skiing in New England has always been about the people and not necessarily the snow. Through the Jura Uphill Club and our partnership with Inclusive Ski Touring, we are working on bringing people together and making skiing more accessible. 

We are a small, independent ski brand and that's how I want to keep it.  I want to build products that we are proud to put our name on and contribute to the community . 

What we stand for

  • Mission

    At Jura, our mission is simple: to create gear that equips skiers and outdoor enthusiasts to thrive in the toughest conditions. We focus on performance, durability, and sustainability in everything we make, so you can explore with confidence and keep pushing what's possible.

  • Products

    Our products combine tradition and innovation. Drawing on natural materials like Merino wool for its unmatched softness, strength, and temperature regulation, we craft gear that balances comfort with performance. From Jura's signature socks and beanies to our new line of leather mittens, every piece is designed with durability, fit, and functionality in mind.

  • Commitment

    Sustainability and ethical practices are at the core of our operations. We are committed to reducing our environmental footprint by working with manufacturers who prioritize sustainable practices. By choosing partners who source eco-friendly materials and emphasize responsible production methods, we aim to contribute positively to the planet. More on our sustainability mission HERE

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Join our journey

We invite you to experience the difference with Jura Alpine Gear. Whether you're carving down a mountain or embarking on an outdoor adventure, our gear is designed to help you perform at your best. Join us as we continue to innovate, inspire, and explore the wonderful world of skiing and outdoor sports.

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