At the heart of every great brand lies a story of purpose. For Juanca Sznak, co-founder of Hösėg, that purpose began with a sense of responsibility: to transform privilege into positive impact. What started as conversations with his brothers about creating change has evolved into a pioneering Peruvian outdoor brand that blends innovation, sustainability, and community. In this month’s In the Footsteps of feature, Juanca shares the journey behind Hösėg, the challenges and inspirations that shaped its path, and the family values that continue to guide its mission.
About the Journey
1. What first inspired you to create, and how has it grown from an initial idea into the brand it is today?
The inspiration was born out of conversations with my brothers about our situation of privilege. We grew up in a family that gave us everything we needed, and we understood that this alone was a huge privilege in such an unequal country. We decided to use that luck as a responsibility: to become change makers
That’s how the idea of creating a company that went beyond selling a product was born. We wanted social and environmental impact to be at the core of the business. In 2016 we became the third B Corp in Peru, and since then we have continued to innovate. The most recent example is älpafill, patented Alpaca based sustainable insulation technology. We also launched Hösėg Café, our latest project that was built taking in consideration the importance of collaboration. For every coffee you buy we plant a tree in Cusco and reuse coffee waste as fertilizer. The best specialty cusco coffee is bought directly from women coffee farmers.
2. Was there a specific moment or event that made you realize you wanted to build a brand with a deeper purpose?
I went on a trip with my brothers to Suttoc Paccha, Pumahuanca and that was the key to seeing that we wanted to become changemakers. We wanted to improve their quality of life, even though we knew we couldn’t solve everything, we wanted to find a way to help.
At that time, something else happened: my wife gave me a book about Blake Mycoskie, founder of TOMS. What inspired me was not the shoe itself, but the business model—a product that directly impacts someone else’s life.
At first we replicate that model (“buy one, give one”), but we soon realized it wasn’t sustainable. If we only applied it to the most expensive items, the impact wasn’t democratized, and the company’s viability was at risk. So we transformed it into 2% of all sales, from a cap to a jacket. That way everyone could contribute, while the company could remain sustainable.
In the beginning, I thought Hösėg would only make jackets. But my brother Patrick told me: “With just one product it’s hard to grow. We need a full line.” That’s when we decided to create a Peruvian outdoor brand.
The pandemic also put us to the test—just as I’m sure it did for MLP. Although Hösėg is not a tourism company, we specialize in travel retail, which means our products are sold in places closely tied to travelers, such as hotels and airports. Despite the challenges, we managed to recover, and that resilience only reaffirmed our purpose.
Nature, Movement & Mindset
3. Hösėg’s philosophy invites people to break from their daily routine and embrace the outdoors. Can you share a personal story when time in nature profoundly shifted your perspective?
There is definitely a very deep connection. That’s why we’ve created three “buyer personas”: the traveler, who finds in us a retail partner for their experiences; the activist, who consumes with impact in mind and from whom we receive the most feedback and help us create what Hösėg is today: Tech for nature.
For the last group, nature is the main driver: it brings them physical, mental, and spiritual well-being, and they become natural caretakers of it.
Personally, I’ve become more and more aware of ideas like grounding, sun baths, and how they are turning into true motivations for people. There are even studies today showing how different fibers—cotton, polyester—vibrate differently and create distinct energies. That inspires us to keep innovating with sustainable projects like älpafill and Hösėg Café.
4. How do you see the connection between movement, the outdoors, and mental well-being?
For me, movement and nature are deeply connected to mental well-being. When you go outside, walk, breathe fresh air, and expose yourself to the sun, your body and your mind align in a completely different way.
A clear example is one of our colleagues: every time there’s a holiday, he goes to the countryside, to the mountains—anywhere he can connect with nature. For him, clothing is not just protection; it’s the tool that allows him to live that connection. And when he comes back, he’s renewed, with a completely different energy.
5. How do the culture and landscapes of the Peruvian Andes influence your brand’s designs and spirit?
Much of who we are was born from trips I made with my brothers. That’s where we saw the needs of the communities and understood that we wanted to take action.
We also realized that, unlike countries like Chile or Ecuador—where the capitals are in the Andes and outdoor brands naturally exist—in Peru our capital is on the coast, which is why surf brands are more common. But in the Andes it’s cold, people live there, and many travel to connect with the mountains. That reality inspired us to look toward the highlands and to design clothing that invites people to go outside.
Alpaca is also part of that identity. It’s an Andean resource, and developing älpafill, our textile technology, was our way of turning that material into innovation. In that sense, the Andes have given us not just inspiration but also the very inputs that make Hösėg what it is today.
Purpose & Collaboration
6. One of your missions is to improve the quality of life for children in the Andes by bringing them warmth. Can you share a moment when you saw this work make a tangible difference, and how MLP supported this mission?
The giving trips are always special; one receives more than one gives, every time. Sometimes someone writes to me and says, “I saw one of the locals wearing your jacket,” or they send me photos. That feedback is incredible because it shows that change is really happening in their daily lives.
The day of the deliveries is always special. When you see the excitement, you feel the work is done. It’s also very satisfying to hear from neighboring communities that want to be part of the initiative.
With Pachamama Raymi we began something truly meaningful. I first approached them looking for a way to buy trees to plant, and they adapted their program—now called You Buy, We Plant—so we could collaborate.
7. Hösėg is a family-founded company, just like MLP. What is it like working with your brothers, and what family values shape your company?
I feel like the universe sent me the best brothers: they are not only my family, they’re also my best friends. That privilege has been key.
I honestly can’t imagine what it would have been like to start Hösėg alone. Even with my brothers and family, I’ve had very hard moments. If I had been on my own, Hösėg wouldn’t exist today—I would have given up a long time ago.
Reflections
8. What is one piece of wisdom—from your journey or from someone who inspired you—that you hope to pass on to others?
Understand the importance of collaboration. Alone, you won’t achieve the same as when you work with others. We are interdependent: others need you, and you need them to move forward.
I won’t say it’s easy. Sometimes when someone says something about Hösėg —which feels like my child—my first reaction is visceral. But you have to listen, because if that’s their first impression, there must be something there. Maybe it’s an opportunity to improve.
And above all, don’t do it alone. Even with the help of my partners, family, and brothers, I’ve had very tough times. I can’t imagine what it would have been like on my own. Hösėg wouldn’t exist. I would have given up at the very first hurdle.
9. If someone were to “walk in your footsteps,” what would you hope they’d discover about themselves along the way?
That companies can do much more than they imagine. Money is not everything. It’s useless if your great-grandchildren inherit a pile of cash in a devastated world.
I’m not an extremist—I believe extremes meet—but I do believe in balance. Older generations had the idea that companies were only about making money, but with that, you’ll never have truly inspired collaborators.
For me, Hösėg has been my greatest teacher. Starting a business with passion and purpose is a tough road, but it’s also a priceless gift. Hösėg has saved my life!
For more information about booking one of our adventures or learning more about Hösėg, contact us today!