First Ascent
First Ascent is a South African outdoor brand founded in 1989 by Charl Gold. It makes down jackets, sleeping bags, technical apparel, packs and tents for hiking, running, cycling and mountaineering.
| Founded | 1989 |
|---|---|
| Founder | Charl Gold |
| Country | South Africa |
| Certification | Responsible Down Standard (since 2017) |
| Website | firstascent.co.za |
What is First Ascent?
First Ascent is a South African outdoor clothing and equipment brand founded in 1989 by Charl Gold. Its name comes from the climbing term for the first successful ascent of a route.
History
The company started with down sleeping bags and parkas before adding baselayers. In the 1990s it launched its custom Himalayan Down Suit, still hand-stuffed in Cape Town. Key milestones followed:
- 2001: the Glacier Down Jacket
- 2003: the Malamute Jacket and the first cycling jerseys
- 2011: multi-day hiking packs
- 2013: tents and a cycling equipment range
- 2017: adoption of the Responsible Down Standard
- 2018: the Nueva and Luxor shirts, which became best sellers
In 2002 the brand supported Alex Heath, South Africa's first Winter Olympian.
Products and positioning
Today the range covers outdoor, hiking, running, cycling and triathlon, from down insulation and shell jackets to packs and tents. The brand also offers corporate branding services.
Distribution
First Ascent sells through its own online store, an outlet section and a network of independent stockists and resellers.
Why it matters
First Ascent is one of the few home-grown technical outdoor brands in Africa, combining local manufacturing heritage with certified down sourcing.
Frequently asked questions
Who founded First Ascent?
First Ascent was founded in 1989 by Charl Gold in South Africa.
What does First Ascent sell?
It sells outdoor clothing and equipment, including down jackets, sleeping bags, shirts, cycling apparel, packs and tents.