The Creative Director Relaunches the Heritage Skiwear Brand for a New Generation
Heritage outdoor brand ELHO is re-launching this October to much hype and anticipation.
Originally a trailblazer in the 70s, 80s, and 90s, ELHO dressed the German Olympics team
and defined the ski and sportswear scene with its pioneering neon colors, introduction of
down, innovative jet pants silhouette, and iconic freestyle aesthetic. Spearheaded by Swiss creative director Donald Schneider, ELHO is positioning to become the innovative outdoor
brand for the next generation. The new concept builds on the brand legacy of top
performance, with a design reboot geared toward the younger crowd and environmentally
responsible practices such as the use of bio-based materials.
Believe the Hype!
Freestyle world champion and social media megastar (his most watched video has over 300
million views) Andri Ragettli has been on board from the outset as ELHO’s brand
ambassador and partner. Beyond representing the brand to his community and contributing
insight into the performance needs of professional snowsports athletes, he importantly
bridges the gap to the next generation. As he said himself, “I spend so much time in these
garments, that I want them to be 100% functional and I want to look cool wearing them.
Because style is very important in our sport!” Mission accomplished: When Rihanna and
A$AP Rocky saw him performing at the X Games in Aspen in a full ELHO x Jean-Michel
Basquiat look, they loved it so much, they had their management reach out to ELHO.
Of course they would. The Jean-Michel Basquiat x ELHO Capsule Collection is indeed
covetable. We expect no less from Donald Schneider, the godfather of collaborations, who
launched our modern day fixation on brand collabs with his groundbreaking H&M x Karl
Lagerfeld capsule collection back in 2004. This one comes full circle to his early days in New
York, when he personally knew and worked with Basquiat. Fun fact: They even went
together to Basquiat’s first show at Bruno Bischofberger in Switzerland. Apparently,
Basquiat was also a regular in St. Moritz.
A Fusion of Performance and Style
Schneider has a stellar industry track record for bringing unexpected segments together, like
art, fashion, nightlife, music, in exciting new ways, identifying upcoming direction shifts in
the zeitgeist, and making the bridge to the next generation, whether it be of photographers
heralding a new aesthetic in fashion photography while he was art director at French and
German Vogue, to influencers like Beyonce and Kendall Jenner in modern 360° activations.
He embarked on this project because he believes the next big trend will be about combining
performance and functionality with cool urban style.
It sounds so obvious: Who doesn’t want to feel comfortable and look cool? Engineered for
extreme weather (even if you’re not a top athlete, it is our new climate reality) and
designed for fashion metropoles, it allows you to flex on the slopes and the streets, to roll
from après ski to the after party. For adventures in the urban jungle and weekends in the
mountains. With the pivot post-COVID toward comfort and fashion teaming up with sports
for the Olympics, one thing is clear: Performance is in style.
Highlights from the First Collection
The Performance Bomber Jacket “Nova” comprised of 3-layer padded bio-based materials
can withstand -20° snowstorms, is waterproof and breathable, and has ventilation zippers
along the arms for further temperature modulation and a stylish cape effect. You’ll get
hooked on its innovative boomerang zipper and smart pocket system with various internal
compartments which gives you quick and safe access to important personal items. The
stylish “Angel” jet pants are so cool, they could be Coperni. And the fleece fit made from
recycled wool and organic cotton doesn’t only feel like a warm hug, it looks fire. Not to
mention the limited edition Jean-Michel Basquiat x ELHO Capsule Collection.
A Freestyle State of Mind
Baquiat’s rebel creativity and iconoclastic work opened minds and caused a cultural shift,
inspired subsequent generations. Growing up in Switzerland, Schneider reminisces of the
cult brand, “ELHO was always more than just an outdoor brand. It was a mindset. It was a
rebel attitude. This is exactly our re-launch spirit. We call it ELHO Freestyle.” Ragettli
perfectly embodies this freestyle state of mind today and put it best: “Freestyle is creativity
and fun. It has a lot to do with personality and expression. Freestyle is inspiration.” What
better proof and testimonial to the brand vision that “Freestyle is the new lifestyle!”
The future of outdoor fashion is here, and it’s ELHO!
Available now at ELHOFREESTYLE.COM and at select retail partners in Germany, Austria, and
Switzerland.
