BOGNER FIRE+ICE Takes the Peaks to the Street for Its New Collection
There is one thing you can’t say about Munich based ski and luxury brand BOGNER’s owner and that is that he’s boring. Before taking over the brand from his father, Willy Bogner was a top-level alpine skier and a ski stunt cameraman for some of cinema’s greatest downhill scenes. In 1986 Willy Bogner directed the film Fire and Ice, a madcap ski extravaganza that paved the way for the ski and snowboard crossover into fashion and popular culture way before the Ronnie Fiegs of this world came onto the scene. Seriously though, watch the trailer! It is worth it just for the soundtrack.
In 1989, Willy Bogner created the FIRE+ICE line as the IRL reflection of what the movie represented: A bridge between youth culture and luxury alpine ski-wear. Staying true to what he knew best from the world of performance ski-wear the line started adapting high fashion looks and making them suitable for the most strenuous of black slopes. Kicking off last year to celebrate 30 years of FIRE+ICE, BOGNER sent the legendary freeskiers Bene Mayr, Sven Kueenle and Laura Fritzenwallner off to the world’s toughest mountains to pull off a series of stunts from Fire and Ice the movie including recreating the ‘explosion jump’. Scary stuff.
But BOGNER FIRE+ICE is not just about having the best winter sports talents do mad stunts, they have also released a collection inspired by the film that once again excels in bridging the gap between the streets and the peaks. Staying true to the brand’s core expertise and know-how, the focus is on highly functional and technical mountain wear yet infused with colour and casualness that preps you just as equally for home workouts as it does for cool summer nights in the city.
Supporting the release, BOGNER FIRE+ICE shot the Spring Summer 2020 collection on a series of inspiring and unique individuals who embody the free-spirited mindset that set Willy Bogner on the course to create the Fire and Ice film and clothing line. These individuals including, artist/vibe director Anthony Washington II and singer/actress Fatima Dramé, were handpicked by the brand to endorse the collection based on their powerful, positive and creative identities as well as their adventurous outlook on life that helps to inspire the communities they are part of.
Check out the collection in the gallery above and shop the new FIRE+ICE collection at bogner.com
