Fabric for individualists.
The idea was born at 46 degrees latitude north, 9 degrees longitude. What businessman Christian Wenger and sports market expert Rico Dürst agreed in St. Moritz made the two men’s hearts beat a little faster. And not only theirs.
Back in the valley, the two talked about their idea: a sports brand that was on the other side of the ideal – and had the highest claim for functionality. Their brainwave quickly caught everyone’s interest. So much so that soon afterwards, an enthusiastic team of athletes, designers, textile experts and entrepreneurs designed the first collection.
All that remained was to find a name and a logo. But that was easier said than done – after all, they had to sum up the essence and claim of the new brand. It is hardly surprising that the mountain range provided the inspiration. And the unorthodox spelling is the expression of the irrepressible desire to express its own personality.