Bogner FIRE+ICE

From film to fashion label

The Munich-based company Bogner has been around since the 1930s. It was founded by German ski jumper Willy Bogner Senior, whose wife Maria designed the sportswear fashion collections. Bogner's first fashion show took place in Munich's Hofbräuhaus in 1948. Bogner's son Willy Bogner junior was a ski racer himself and took over the company after his father's death.

The company's own label FIRE+ICE was created at the end of the 1980s. This emerged from the film of the same name, "Fire and Ice", which Willy Bogner Jr. brought to cinemas in 1986 and won a Bambi for. The plot of the film was rather secondary. Instead, the focus was on spectacular ski scenes and action-packed stunts. The iconic explosion jump is legendary and reappears as a print motif in the FIRE+ICE 30th anniversary collection.

Winter sports as a lifestyle

The film gave birth to a new lifestyle that shaped a new ski and snowboard culture. For these mountain freaks, Bogner FIRE+ICE offers fashionable and functional performance wear that equips them perfectly both on and off the piste. The exclusive fashion brand pays just as much attention to the function as to the special design of its products.

FIRE+ICE combines classic looks from sport and fashion. For example, the typical Bogner down jacket has been part of the range since 1957. The classic has appeared in every collection since then and has continued to evolve. This unique sports fashion concept has now also found its way into urban streetwear.

(Images: Bogner/FIRE+ICE)