Our Mission

Design innovative survival gear that sets new standards in the outdoor industry and become a leader in wearable survival clothing, education, and awareness.


The military trains you to be the best and more often than not you believe it. Boy was I wrong. As a trained search and rescue professional I thought I had experienced the full extent of what nature had to offer. In December of 2014, I had gone snowshoeing in Grand Teton National Park with a good friend. While hiking I became confused, lost, and separated. While waiting for my friend to find me, I slowly began to realize that I would have to spend the night in the park with a low of minus 5 degrees. Without a tent, without a fire, and without a light. I survived. Remembering my military training, I dug a snow trench and lined the walls with pine branches, that's how I survived.


The Alert 30 dream is to supply the everyday outdoor man & women with the tools, information, and education to increase their survival success in emergency situations.


Through our research, we found that the day hiking community are prone to becoming lost and are often ill-equipped for survival scenarios. With our clothing, we want to ensure that you are equipped with the knowledge and the basic gear to survive outdoors. No one ever goes hiking thinking that they will be taking their final trip, yet it does happen from time to time. As prior Search & Rescue we understand, preparing for every possible scenario is impossible, but you can increase your chances of success through periodic review and practice. We pledge to every strive toward providing as much information and gear that can assist you with whatever your outdoor activity may be.