Prague is building a reputation for more than just enterprise software. A new generation of founders is reviving the country’s rich history of craftsmanship and combining it with modern e-commerce strategies. These brands are reviving the shoemaking legacy of Zlín, engineering world-class hardware, and disrupting the global nutrition market.
The D2C scene here is characterised by high-quality manufacturing and community-led growth, rather than heavy advertising spending. From 3D printers to functional food, here are the 10 D2C startups in Prague you need to watch in 2026.
Prusa Research
Josef Průša founded Prusa Research to democratise 3D printing. It is arguably the most successful direct-to-consumer (D2C) hardware story in Central Europe. The company manufactures open-source 3D printers consistently rated as the best in the world by the maker community. Unlike competitors who hide behind patents and resellers, Prusa shares its blueprints and sells directly to users from its factory in Prague. This transparency has built a rabid global fan base that acts as a decentralised R&D department. The company manages a massive “print farm” of 600 machines to manufacture parts for new printers, proving that local production can scale efficiently.
Vasky
Václav Staněk founded Vasky at age 18 to revive the shoemaking tradition of his hometown, Zlín (famous for the Bata empire). He modernised the leather boot industry by cutting out the wholesale middleman and selling high-quality, handmade shoes directly to consumers online. By focusing on timeless designs and digital storytelling, Vasky made traditional craftsmanship cool for the Instagram generation. The brand has grown exponentially, acquiring the legacy brand Botas and expanding into retail across the Czech Republic and Slovakia, while maintaining local production.
Footshop
Peter Hajduček created Footshop to bring sneaker culture to Central Europe. What started as a graduation project has evolved into a premier streetwear destination with a cult following. Footshop isn’t just a retailer; they act as a media brand, hosting art exhibitions, parties, and exclusive “raffle” drops for limited-edition sneakers from Nike and Adidas. Their D2C strategy relies heavily on content and community engagement, allowing them to compete with global giants like Zalando by maintaining a distinct, authentic voice in the street culture scene.
Mana
Jakub Krejčík founded Mana (Heaven Labs) to address the inefficiencies in food production. Long before Huel became a household name globally, Mana was engineering nutritionally complete food in Prague. Their plant-based burgers and drinks are designed based on clinical science to provide the human body with every necessary nutrient, while minimising environmental impact. They control their entire supply chain and manufacturing, which allows them to iterate recipes rapidly. Their scientifically rigorous approach appeals to gamers, biohackers, and busy professionals across Europe and the US.
Angry Beards
Tomáš Čech and Adam Suchý founded Angry Beards to fill a gap in the men’s grooming market. They realised that most products were either generic drugstore brands or overpriced luxury items. They entered the market with a distinct, humorous, and masculine tone of voice that resonated instantly with Czech men. Selling everything from beard oil to “ball deodorant” (Antistick), they have built a massive, loyal community. Their no-nonsense D2C marketing strategy has created high retention rates and fueled their expansion into Poland and the broader EU market.
Skinners
Petr Procházka and Michaela Matějková invented Skinners to merge the freedom of a sock with the protection of a shoe. Their ultra-durable “sock shoes” became a viral sensation on Kickstarter, raising millions of dollars and validating the product globally before they even scaled production. Skinners are manufactured in the Czech Republic using a proprietary zero-waste technology. They have tapped into the global barefoot and travel trend, shipping hundreds of thousands of pairs to hikers and athletes worldwide who want portable, minimalist footwear.
Vilgain
Michal Hubík founded Vilgain (formerly Aktin) to clean up the sports nutrition market. Frustrated by supplements filled with artificial sweeteners and fillers, he built a brand focused on radical transparency and clean ingredients. Vilgain sells everything from grass-fed whey protein to nut butters, packaging them in minimalist designs that stand out in a noisy industry. By leveraging a massive content library of recipes and fitness articles, they drive organic traffic that converts into high-value recurring orders across the DACH region and beyond.
Whoop de Doo
Anna Marešová founded Whoop de Doo to destigmatise intimate health products through high-end industrial design. As a recognised product designer, she created a line of menstrual cups and vibrators that look like art objects rather than medical devices or novelty toys. Her products are manufactured entirely in the Czech Republic, ensuring a high standard of medical-grade quality. By positioning sexual wellness within the context of design and health, she has secured placements in design museums and mainstream media, breaking down taboos and opening new direct-to-consumer (D2C) channels for the femtech sector.
Sens
Radek Hušek and Daniel Vach founded Sens to normalise the use of insect protein in the Western diet. They operate the world’s largest automated cricket farm in Thailand to secure their supply chain, while managing brand and product development from Prague. Sens sells protein bars, crackers, and powders that use cricket flour as a sustainable alternative to whey or soy. Their D2C strategy focuses on educating consumers about the environmental benefits of insect protein, targeting eco-conscious athletes and early adopters who are willing to change their eating habits to save the planet.
Braasi Industry
Šimon Brabec and Eliška Slámová founded Braasi Industry to build the ultimate urban backpack. Based in a repurposed factory in Prague’s Holešovice district, they design and manufacture gear inspired by cycling culture and climbing equipment. Their roll-top backpacks are water-resistant, durable, and distinctly architectural. Unlike brands that outsource to Asia, Braasi keeps its production in-house, allowing it to offer custom colours and repairs. This commitment to local manufacturing appeals to a global audience of architects, designers, and urban commuters who value longevity over fast fashion.