The Collection by HAE Women is far more than a range of high-quality beanies —it's a tribute to five women who have forged their own path in the mountains and, in doing so, inspire others to do the same. Each beanie in this collection is the result of the vision of these women, who excel through their talent and creativity, whether on a snowboard, in the water, or in artistic projects. The HAE Women embody a blend of courage, determination, and a strong sense of community that accompanies them through the Alps and into all of life's adventures. Daria Fuchs - crazy style! Photo: Aaron Schwartz This collection reflects not only the experiences and values ​​of our HAE Women, but also their passion for nature and the freedom they find on their own paths. Their stories range from the courageous decisions that have shaped them along the way to the deep connection to nature that inspires their creativity. They know how to stay warm in the cold of the mountains, but also how to warm hearts with openness and joy. In this post, we introduce the five women behind the Collection by HAE Women : snowboarders, artists, and role models who share their passion with a collection that is as unique and strong as they are. Their stories and experiences have shaped these hats, making them an expression of strength and adventurous spirit—qualities that encourage us all to forge our own path. Celia Petrig in Laax Celia Petrig: The flow that makes everything possible For Celia Petrig ( instagram ), snowboarding is more than just a sport—it's a deep immersion into the "flow state," where everything feels harmonious and effortless. "Snowboarding allows me to enter my flow state, where everything feels free, harmonious, light as a feather, and at the same time very powerful and strong," Celia says, describing this special moment that inspires her every time. In flow, she experiences a kind of "super power," where she perceives everything as if in slow motion and fully connects with her surroundings. Celia Petrig inspires the younger generation. Celia not only inspires with her own flow state, but also passes this feeling on to others in her projects. In her latest video project, Laax Originals – Celia Petrig, she gives an insight into her personality and philosophy of life and shows how flow shapes not only her sport, but also her life. She is actively involved in coaching and training and leads “Girls Shred Sessions” as well as her own shred sessions to help other women find their own path and grow. “Snowboarding gives me the opportunity to inspire others by showing them how much fun it is to go your own way,” says Celia. She not only passes on her knowledge, but also inspires others to find their own creative path and follow it with energy and passion. You can find the complete interview HERE. Daria Fuchs: The surfer who lives her passion between mountains and waves Daria Fuchs ( instagram ) embodies the perfect balance between two worlds: the waves of the ocean and the peaks of the Alps. She discovered her passion for surfing on a trip to Fuerteventura, where she first got on a board. That week changed her life forever and inspired her to spend her summers among the waves and her winters in the mountains. "That one week on Fuerteventura shaped my life," says Daria. Since then, she has lived in this dual world, characterized by the balance between mountains and sea. Daria Fuchs by Kuno Egli In the water and snow, Daria experiences an intense connection with nature. "The most beautiful feeling is being present and in the moment," says Daria, describing her deeply felt connection to the elements, which brings her into flow. While surfing and snowboarding, she experiences a harmony with herself and nature that fulfills and inspires her. Daria shares this passion and openness by demonstrating that a free mind and an open heart lead us to the greatest adventures. You can find the complete interview HERE. Daria Fuchs on one of the boards that mean the world to her. Elena Könz: The artist and world champion For Elena Könz ( instagram - youtube ), snowboarding is not just a sporting challenge, but also a form of artistic expression. As a teenager, she explained to her great-uncle, an artist, that snowboarding could be just as creative as painting or sculpture. "As a teenager, I tried to explain to my great-uncle that snowboarding could also be an art form," Elena says. Today, she sees the tracks she leaves in the snow as works of art that reflect the freedom and creativity of her spirit. Elena Könz shortly before drawing her lines in the icy canvas The world sewing champion. But that's not all: her discipline and determination led her to the gold medal at the Big Air World Championships in 2015. "The further away I am from this success, the cooler I find it," she says, looking back on her achievement. In addition to snowboarding, Elena also finds her creative inspiration in art. She paints, draws and photographs, inspired by the Alpine landscape and the colors and shapes she discovers in nature and the city. "A personal wish is to give art more space in my life again," she reflects. Elena's art and her success in sports are testaments to her dedication and her will to live her dreams and, in doing so, inspire others as an artist and world champion. You can find the complete interview HERE. Jenni Albert: The inspiration who encourages others to follow their own paths For Jenni Albert ( instagram ), the mountains are not only a place of challenge, but also a place to encounter herself and others. Her father, who introduced her to snowboarding, remains her greatest inspiration to this day. She discovered her love of the mountains through him, and after his death, the mountains became a place that maintains her connection to him. "Since my father's death, the mountains have represented an even greater connection to him for me," Jenni says, describing the special meaning the Alps have for her. Jenni Albert at one of her contests. She was particularly influenced by Katie, her former team leader in Davos, who encouraged her to continue pursuing her snowboarding career. "Under Katie's guidance, it was like a second family," Jenni remembers of the mentor who pushed her to achieve more and grow. Today, Jenni inspires others by showing the importance of believing in yourself and following your own path. "I try to show all the great opportunities you have to achieve something and that you should have fun doing it," explains Jenni. For her, snowboarding is not just a sport, but also a way to connect with others and build a community based on trust and mutual respect. You can find the complete interview HERE. Jenni Albert tested the Edelweiss hat from the Collection by HAE Women this summer. Léa Klaue: The storyteller behind and in front of the camera Léa Klaue ( instagram ) describes snowboarding as much more than just a sport—for her, it's a way to explore and immerse herself in her surroundings. "Snowboarding has become a means for me to explore how I move and navigate my environment," she explains, describing the feeling of controlling a steep descent as a kind of superpower that puts her in a state of hyperfocus and harmony. In her youth, she started as a freestyle snowboarder before evolving into a big mountain snowboarder and learning to love the remote, steep terrain. Léa Klaue also travels in the Alps in summer. Léa participated in freeride competitions for years and consistently ranked among the top 10 in Europe. Today, snowboarding is less of a competition for her and more of a personal journey, constantly challenging her mental and technical skills. Her preferred tool is now the splitboard, which she uses to tackle remote mountains and challenging high-altitude tours. Whether in the Alps, the Andes, or on expeditions in Japan and Kyrgyzstan, Léa is always seeking new solitude and tells these experiences in films such as the award-winning short film Clouds (2023). Together with partners, she brings stories that combine adventure and environmental awareness to the world. You can find the complete interview HERE. Léa Klaue - photo: Jeremy Bernard The Collection by HAE Women The Collection by HAE Women brings together more than just stylish hats – it embodies the stories and passion of five unique women who are leaving their mark on the Alps and on life, and who have inspired many of us at HAE. These five snowboarders, surfers, and artists share their vision, strength, and courage to inspire others to find their own paths and live authentically. The collection invites you to become a part of these stories. In the near future, we will introduce each of these women individually and delve deeper into their worlds – stay tuned!

Flax, a plant that has been used in textile production for centuries, is experiencing an impressive return to Swiss agriculture thanks to SwissFlax. At HAE , we used the high-quality raw material from SwissFlax to create our limited edition Alpine Flaxer Beanies . Dominik Füglistaller , Managing Director of SwissFlax , was available for an interview a few days ago to tell us more about his vision. Dominik's goal is to make flax sustainable and regional again - a vision that is closely aligned with HAE's values. Like HAE, SwissFlax is committed to sustainability and quality. In this interview, Dominik shares his experiences and provides insights into the challenges and opportunities that flax offers for the future of the textile industry. We used the raw material from SwissFlax for thelimited edition "Alpine Flaxer" hats . How did you come up with the idea of ​​reviving flax in Switzerland? Dominik Flüglistaller, SwissFlax: This was during my agronomy studies. For my diploma thesis, I wanted to try something new and not focus on standard crops like wheat, corn, barley, or rapeseed, so I decided on flax. I tested different varieties and seed rates. When the flax bloomed in mid-June, I knew this plant had potential. What fascinates you about flax as a raw material? Fundamentally, it's the versatility of its uses, as the Latin name suggests: Linum usitatissimum (much-usable flax). In other words, the fibers can be used for clothing, carpets, and cords; the shives (the woody part that remains during fiber processing) can be used as animal bedding or processed into pressed boards, for example, and the flaxseeds can be used for human consumption. Why would someone prefer flax over other materials? Because it's a natural material with a history and origins here. The material is also breathable, antibacterial, extremely comfortable to wear, and can also have a cooling effect. With a HAE beanie made of SwissFlax, you're sure to keep a cool head. And this is what the flax fibers look like! What is the process from flax cultivation to the finished product? The flax is sown in late March or early April. It blooms in June and is picked in July, then reeded and baled in August. The bales then need to rest for a while. In winter, the fibers are mechanically extracted. Afterward, the fibers must be carded and finally wet-spun. Only then do you get the linen yarn. What are the environmental benefits of flax compared to cotton or synthetic materials? It doesn't require irrigation and is very undemanding in terms of nutrient requirements. This has allowed us to completely eliminate nitrogen fertilizers in recent years. Furthermore, we only use one herbicide in production, meaning we produce according to IP-SUISSE guidelines. By comparison, around one-third of the world's pesticides are used on cotton. Furthermore, it's a renewable resource, which can't be said for synthetic materials. What hurdles did you have to overcome to produce flax in Switzerland? All the know-how had to be rebuilt and partners had to be sought who would support us along the value chain all the way to the finished yarn. Moreover, the flax industry wasn't used to the idea that we only wanted our material processed from raw material to finished yarn, and that we were unwilling to compromise on further processing and traceability. The flax in the fields of SwissFlax How do you see the future of flax in the textile industry? I believe in great and diverse potential. Before World War II, we once had 200 hectares under cultivation in Switzerland. Today, we're back at 7.5 hectares and producing around 3.5 tons of yarn. Flax/linen is currently very popular, particularly because of its cooling effect and pleasant wearing comfort. Accordingly, I expect demand to continue to rise and that we'll certainly be able to expand our cultivation area to double digits in the future. Worldwide, this is a real boom. The cultivation area in Europe has doubled in the last 10 years (currently around 170,000 hectares). Are there any upcoming innovations at SwissFlax that you can tell us about? Yes, I can actually reveal this: at the 2025 Federal Wrestling and Alpine Festival in Glarus, all wrestling trousers will once again be made from raw materials from Switzerland. This hasn't been the case for the last 70 years. I'm very pleased about that. How important is it to you to work with local farmers? In my opinion, that's the most important thing. First of all, as an agronomist, I'm very close to the farmers. I also think that at SwissFlax, we've succeeded in transforming our farmers into more than just raw material suppliers, but rather into an integral part of the company/limited liability company. Furthermore, we've achieved our first goal by paying farmers a completely fair price, allowing flax to become a lucrative business on the farm. We also have a special payment system here, which I believe is unique in agriculture. Dominik Flüglistaller, Managing Director of SwissFlax What does sustainability mean to you and how does it shape your company? It's in the company's DNA. We don't make decisions without considering sustainability. This is truly inclusive. In my view, flax, as a local raw material, also inherently contributes to sustainability. The plant doesn't require much input (pesticides, fertilizers, no irrigation), and as a flowering plant, it also provides insects with nectar and pollen and is good for biodiversity. Plucking loosens the soil again, and retting reintroduces nutrients into the soil. Furthermore, the plant is utilized to its full potential. Thank you, Dominik, for your valuable time and the wonderful Swiss flax you delivered to us. For all readers: The limited edition is available for purchase here .

The 1970s marked a turning point for the outdoor lifestyle in Switzerland. While the Alps had always been deeply rooted in Swiss culture, this was a time when a wider population discovered the mountains as a place of adventure, freedom and sport. Winter sports, especially skiing, experienced a real boom. New ski resorts were created, ski lifts and cable cars made the peaks accessible to everyone. People flocked to the mountains, not just to go on holiday, but to experience nature in all its splendour. It was the birth of a new attitude to life - the Alps as a place where you could find freedom and community at the same time. In the midst of this boom, a simple but meaningful accessory emerged: a legendary hat from the Schweizerische Kreditanstalt ( SKA ) . Originally issued as a promotional gift by a Swiss bank, it quickly found its way onto the ski slopes and into mountain huts. The red and white colors not only symbolized Swiss identity, but became an emblem of the blossoming outdoor culture. The beanie became more than just a fashion accessory - it embodied the freedom and spirit of adventure that so many people sought in the Alps. Adventure and functionality in focus The legendary beanie, originally a promotional gift from a Swiss bank, quickly became a popular accessory - simple, functional and perfect for alpine conditions. It stood out, not because of its striking design, but because of its presence on the heads of skiers, hikers and mountaineers. The beanie became a symbol of the new outdoor lifestyle that celebrated freedom, adventure and community in the mountains. With its simplicity and practicality, it caught the attention of those rediscovering the Alps - and it remained in people's minds as a timeless companion. Cultural Identity and the Colors of the SKA The beanie was distributed by the Swiss Credit Institute (SKA) and was in the colors red, white and blue, which originally represented the bank. But it quickly became much more than just a promotional gift. Its simplicity and functionality made it a symbol of the outdoor lifestyle that so many people discovered for themselves at that time. The beanie reflected the essence of “Swissness”: functionality, simplicity and a deep connection with the mountains. It not only stood for fashion, but became part of an identity that celebrated freedom in nature and pride in one’s own origins. The Change of Youth and the Rise of Recreational Sports During this period, youth in Switzerland were experiencing a change. Young people were looking for new ways to express themselves and to break away from traditional values. Outdoor sports, especially skiing and mountaineering, offered a perfect opportunity to experience freedom and adventure in nature. Skiing, once an elite pastime, slowly evolved into a leisure activity for everyone - regardless of age or background. This change was reflected in the rise of recreational sports, which drew more and more people to the mountains. The hat became a constant companion in the Alps - worn by young adventurers seeking a new sense of freedom, as well as by experienced mountain sports enthusiasts. Whether on the ski slopes or hiking trails, the beanie embodied the lightness and uncomplicated outdoor lifestyle that, for some, became the epitome of freedom and self-realization at that time. As a limited edition now at HAE - The CH41 1291 2006 1815 2402 7 hat - order here The reinterpretation of the beanie by HAE Today, almost half a century later, we at HAE are reviving the legendary beanie with a new interpretation. Our version, the CH41 1291 2006 1815 2402 7 Beanie , takes up the timeless design and values ​​of the 1970s: functionality, simplicity, the spirit of freedom in the mountains. With modern standards of quality and sustainability, we rely on high-quality materials and conscious production. Our beanie remains true to the original ideals - it is more than just a fashion accessory. It embodies the connection between past and present, between tradition and modern adventurous spirit. Just like back then, it is a companion for everyone who loves life outdoors in nature. And it is thought through down to the smallest detail. If you don't believe us: take a close look at the numbers in the product name.

Anyone who truly knows the Alps knows that the magic of the mountains often lies off the beaten track. Every mountain in the Alps has its iconic runs, named by local freeriders. With the limited-edition caps and shirts in our Lines Collection, we want to pay tribute to these legendary runs. These are the secret freeride lines that only those willing to delve deeper into the alpine world can discover. Our products embody precisely these moments—not as a loud statement, but as an expression of the quiet passion for the mountains that drives us. The lines on our shirts Each T-shirt from the Lines Collection features one of these lines, the kind that will make your heart race on a freshly snowy winter morning. Our HAE Friends have selected their very own favorite lines that evoke special emotions in them. These are usually the local runs right outside their front door that evoke a sense of freedom, adventure, and alpine connection with every turn. These lines, whether "Col de Cou," "Surprise," or "Megawatt," are more than just names—they are vivid memories of unforgettable days with good friends and an expression of their deep connection to the mountains. The shirts from the limited Lines Collection Upcycled caps with unique patches Our Lines Collection caps go one step further. Instead of throwing away old but unused products with a dated logo, we gave them new life by adding hand-stitched patches. Each patch represents an iconic freeride line—be it "La Banane," an iconic line in the western Valais Alps; "Golmbach," a route through deep powder in the Valley of Valleys; or "Gerwetsch," a descent near the Matterhorn. These lines tell the story of snowy descents, quiet moments, and the adventures you can only experience in the mountains. By hand-stitching the patches in our small HQ in the heart of the Alps, each cap becomes a unique piece – and more importantly, a symbol of our respectful use of the resources available to us. Handcrafted and carefully stitched onto the original logo, these caps are not only stylish but also a statement for sustainability and the alpine lifestyle. Old but unused caps with the new Lines patches - sewn on by hand here in Valais. Live the passion for alpine adventures Our Lines Collection isn't just meant to be worn—it's meant to fuel your passion for the mountains and freeriding. It represents what it means to be in the Alps, to experience them, and to feel that passion in your everyday life. Each shirt and cap is meant to remind you that the mountains aren't just a place, but a feeling that lives within you. Whether on the slopes, in the city, or somewhere in between—these products are designed to ignite your alpine passion and become a part of your own adventure. Get the limited edition " Lines Collection " exclusively in our online shop!

We sat down with Mat and Sebi Bumann to find out why they re-orientated the entire brand and changed the logo. How did they come to this joint decision with their team and long-time companions? What were the considerations behind this change and what does it mean for the future of the brand? Read their motives in the interview now.   Why did you change the logo and name of your brand after 18 years?! Matthias: "We can't answer that quickly and we need to go into a bit of detail. The change to HAE was really an intensive internal process. We involved the whole team and all the people who have been with us since the beginning - people like Silvano, Levi, Anto, Sämi, Caldi, Ändu, Schüli, Gregi, our families and many friends. In fact, we have been thinking about changing our branding for years. Silvano has often brought up the idea." Sebastian: "Yes, I remember. About 18 months ago we decided to really take this step. Since then it has been an exciting journey with many intensive discussions and a lot of work. It wasn't just about a new logo or a new name, but about rethinking our entire brand presence - from the website to the packaging right down to the smallest underwear label. We wanted to adapt everything." Matthias: "Exactly, our goal was to create a brand identity that better expresses our deep connection to the Alps and the authentic way of life that we all share. We wanted our entire look to reflect these values." Sebastian: "And we noticed that our old brand, with the logo and the name hä?, simply didn't suit us anymore. hä? was created more or less by chance in 2006, when we were still in high school. Just as we have evolved, our brand has also changed. It has been a wild ride with many ups and downs, and we have learned a lot along the way." Matthias: "With HAE we are now sending a clear signal that honors our history and origins, but also creates a new clarity and modernity. It is important that the name is pronounced as it used to be, so that we can preserve our roots even as we continue to develop." Sebastian: "It was important to us that this change came not only from us as founders, but also from all those who have helped shape our journey from the beginning. Together we defined the new path and decided that now is the right time to take this new direction." Matthias: "And we really hope that with this change we can offer our customers added value and make our brand even more authentic."   What remains the same at HAE despite the rebranding? Sebastian: "Our deep-rooted passion for the mountains and the adventures they offer remains unchanged. We want to continue to inspire people to experience the mountains and write their own stories. These values ​​have been at the heart of our brand since day one." Matthias: "Absolutely, and that's also because we are all 'Raised by the Alps'. We were very lucky to grow up here in the Alps, surrounded by nature, which shaped us just as much as our parents and friends. Schüli in Stans, Ändu in the Solothurn Jura, Zösi in Innsbruck or us here in Valais - we all spent countless hours outside, as children, teenagers and adults." Sebastian: "You said that really well (laughs) and you hit the nail on the head. Whether snowboarding, skiing, climbing or flying - these experiences in nature have had a profound impact on us. The Alps have 'educated' us, so to speak, and have contributed a great deal to who we are today." Matthias: "And that doesn't just apply to us as a brand, but above all to us as people. This alpine spirit is what we want to convey to the outside world with HAE. These are our roots, and we remain true to them."   What does the new branding mean for your customers and what new opportunities does it open up for them? What do they actually get out of it? Matthias: "With the new branding, we want to give our customers the opportunity to feel a deeper connection to the values ​​that drive us. It's about opening up new experiences and seeing them not just as buyers, but as part of a larger community of adventurers who share our passion for the Alps. The new branding is intended to strengthen the sense of belonging and invite our customers to actively participate in our journey and create their own story." Sebastian: "I agree with you. To deepen this connection, we also want to create a clear and consistent narrative that makes clear our commitment to alpine life and adventure. That's why it's important to us to organize platforms and events where our community can share their own adventures and experiences. In this way, we not only create inspiration, but also a living narrative that everyone can participate in." Matthias: "That's exactly the point, and that's why we've also developed our products further. Many designs are now of even higher quality, and we use new materials, some of which come directly from the Swiss Alps. For example, we've developed new beanies made from Swiss flax. We've also completely redesigned our handmade boxes and had them produced here in Switzerland to show our connection to the region even more strongly."   How does the new branding, including the logo and design, reflect HAE’s values? Sebastian: "The new branding really reflects our core values ​​- such as independence, storytelling, adventure and the community spirit. It shows the courage and determination it takes to take things into your own hands in the mountains. But it also underlines how important the community is. Without the support of the people you can rely on even in the worst winter storms, many things would not be possible." Matthias: "Right. That's what makes our branding so special. It expresses these values ​​through a clear and dynamic visual identity that shows both our timeless connection to nature and our innovative strength. With the new design, we are creating something that combines permanence and connection with the Alpine culture - and also with the people who share these experiences with us." Sebastian: "The mountains have taught us to trust in ourselves and at the same time to appreciate the power of community. The new branding should embody exactly this balance - our journey that has made us what we are today." Matthias: "Yes, and I hope that our new direction will make this even clearer. We want these values ​​to be more tangible. In the past, we have sometimes lacked this, and feedback from customers, friends and other important people in our lives has shown us that we need to be even clearer here."   What were the biggest challenges during the rebranding and how do you ensure that HAE remains authentic? Matthias: "The biggest challenge was finding a balance between our previous identity and the future we see for HAE. It was crucial to honor our roots and the history that brought us here as we continue to evolve. Our customers support us because they share our history and values. That's why it's important to us that every innovation strengthens this connection." Sebastian: "It was also extremely important for us to integrate the different perspectives within our team and to ensure that the result satisfied everyone as much as possible. However, this process strengthened us as a team and also created a deeper awareness of the work of each other team member and showed how close our community really is and what values ​​it is built on. Authenticity remains at our core; every decision is based on our values ​​and therefore on our deep connection to the Alps.   Last question: Do you have investors on board who wanted all this? Be honest! Matthias: "Haha, no, no investors telling us what to do! We have always built HAE ourselves - without any outside money. Everything is bootstrapped! We started with just CHF 50 and put every franc we earned back into it. HAE remains independent and the company still belongs to Sebi and me. So don't worry, nobody is pulling the strings here except us!"  

Five years ago, we produced a strictly limited series of 30 hand-crocheted headbands using the unique wool of these fascinating Valais locals. After an intensive search, we found the wool we needed in Zermatt. The Julen family, who run the world's largest breeding program of Valais Blacknose sheep high up in the impressive mountains of Valais, supplied us with this precious material. The limited edition sold out within 24 hours. Demand was steady, and many people asked us when we would be making headbands made from the wool of the Valais Blacknose sheep again. These questions sent us on a new journey—a journey that took us deep into Alpine tradition and the heart of this region. And as it turned out, it was anything but easy! Wool from the Valais Blacknose sheep: From the mountains to your hands In spring 2019, we began our search again for the special wool that makes our headbands, beanies, and hats so unique. Our first port of call was, of course, the Julen family in Zermatt. Unfortunately, their wool, which they use for mattresses and pillows in their hotels, was no longer available as knitting yarn. This wool is rough and untamed—exactly what you need for life in the high alpine mountains. Last year, we were able to ensure that the rough fibers feel comfortable against the skin without losing their original strength by adding a soft polar fleece lining. Hat made from locally sourced wool from the Valais Blacknose sheep Our path to our own yarn production – An adventure between tradition and modernity Making our own knitting yarn from the wool of the Valais Blacknose sheep was like drawing a line in the mountains: it requires determination, perseverance, and the willingness to face the odds. We began our search for "raw" wool throughout the Valais, but time was against us. The shearing season was already over, so we had to keep searching. After many weeks, we finally found the perfect wool in Eastern Switzerland. It came from the Valais and was of the same quality we value so highly. Processing this coarse wool into wearable yarn was no easy task. The wool spinning mill we found in Eastern Switzerland warned us: This wool isn't normally used for clothing. But that's precisely what makes it so special for us. With a lot of patience and attention to detail, the yarn was finally spun, and we held the finished material in our hands in mid-August—a moment that showed us that a certain amount of tenacity and perseverance go a long way. The challenge of transforming wool into affordable products Just as every story in the Alps is fraught with challenges, the production of our headbands and hats wasn't an easy path. We wanted to keep these products affordable, but the complex craftsmanship made it difficult. A retail price of CHF 89.90 for a beanie seemed too high, but we knew the value of this product goes far beyond the price: It carries the story of the Blacknose sheep, the region, and our own dedication within it. The combination of tradition and innovation To reduce costs, we decided to work with our long-time producer Mateusz in Poland. Mateusz and his family, who have been producing high-quality knitwear since 1989, shared our passion for this project. Even though the machines initially struggled with the unruly wool, Mateusz and his family persevered. After many adjustments and trials, they finally succeeded in producing high-quality headbands and beanies from the wool of the Valais Blacknose sheep. Two exclusive winter accessories made from the wool of the Valais Blacknose sheep The result of our trip are two beautiful winter accessories: a beanie and a headband made from the robust wool of the Valais Blacknose sheep. Thanks to the soft polar fleece lining, they are comfortable to wear, and the thick, coarse wool offers excellent protection from the cold. These accessories are not only functional but also tell the story of the Blacknose sheep, which have adapted perfectly to the rugged mountain environment of Valais over the centuries. Our collection made from the wool of the Valais Blacknose sheep demonstrates that it's possible to transform this often undervalued wool into high-quality products that embody both the spirit of the Alps and the comfort of the modern world. With every headband, hat, and beanie, you bring a piece of the wild, pristine beauty of the Valais mountains into your everyday life—and we're proud to share this story with you.

On the occasion of the launch of our exclusive Team Limited Edition, we had the pleasure of gaining deeper insights into the creative world of Jacques Summermatter and Sophia Zurniwen. This special Limited Edition marks the beginning of a fascinating collaboration between Jacques, an established name in the freeski scene known by his pseudonym @crackjack , and Sophia, an up-and-coming designer from Zermatt who creates handmade, fashionable accessories with her label @soso_studios_ . Jacques, who has been part of our team for years, brings his extensive passion and creativity for the sport of freeskiing to this partnership. Sophia, on the other hand, who drives her fashion label with impressive dedication despite her full-time studies, brings a breath of fresh air and innovative design ideas to the collaboration. Let’s go on a journey behind the scenes of this collab to explore the stories, inspirations and ambitions behind this limited edition. huh? wear: Hello Sophia, hello Jacques! Tell us, where are you right now and what's going on in your life? Sophia & Jacques: Gugus. We're sitting in the car together right now, driving around the valley, just a normal day. Jacques works in Zermatt and mostly skis in Zermatt, whether it's in the backyard or in the ski area - a good work-life balance is important :) Sophia is currently taking her semester exams and is therefore busier than usual, trying to juggle crocheting and school. huh? wear: Can you briefly explain how your collaboration on this mask came about? Jacques: When I asked Sophia if she could do something like that, we only knew each other superficially. She was in Portugal during that time and so we kept writing back and forth to get the end product the way we both imagined it. But the writing back and forth somehow didn't stop after the mask was finished - and now, lo and behold, thanks to the mask we found each other :) huh? wear: Sophia, you're studying and doing soso studios on the side. How did you discover this hobby? Do you still have time for your studies? Sophia: The basic idea of ​​"back to the roots" occurred to me, like so many others, during Corona. Ever since I was little, I've been knitting, crocheting and creating other things with my grandma. I've always been creative and interested in fashion and sustainability. I think one thing just led to another. I guess I've had to prove my multitasking skills most recently. I hardly sat in the hall during a lecture without wool on my lap. :) On the other hand, I am strongly convinced that the skills I learned in my interior design studies are very helpful and beneficial at soso studios. huh? wear: Do you have any concrete plans for what will happen with the brand? Are there any projects you are currently working on? Sophia: I'm a dreamer and I have to admit that I have a lot of cool ideas in my head. But it's hard to say what exactly will happen. My studies still have priority, but I'm open to anything and I'm happy to leave this decision to fate. huh? wear: Jacques, you've been on our team for what feels like an eternity. What else do you do besides skiing? Jacques: I do a lot of things in my life. Like everyone else, I'm getting older and finding more and more things in life that interest me. Mainly I just try to do what I enjoy. Whether it's "hunting" for crystals, screen printing, skating, hiking, biking or just doing something with friends and experiencing something, it doesn't matter. Ultimately, everyone does the same thing, just in their own way. I've been working with a great friend for almost a year and it's the first time that it's not a must, but a want, and you can stand behind your work, which motivates me a lot. But of course skiing is my favorite in every respect. Whether it's a nice tour up a peak or a street spot. Freeskiing is balm for my soul. I also enjoy snowboarding more and more because it's just a nice feeling to learn and discover something new. huh? wear: On what occasions do you wear your limited edition? Is the mask also suitable for the street? Jacques: Actually, always when it's cold! On the street you always get funny looks, people looking at you in surprise and strange, but I also always get a lot of compliments. The mask is very warm, but the crochet stitches also allow it to be well ventilated. I practically always wear it when I'm skiing, because it's just so cool to wear a hat and a scarf in one. And you save on sunscreen too. ;) But if it gets too warm, you can just roll the mask up and you've got a beanie. huh? wear: What else do you have planned for this season? Jacques: Most of the time I try to ski and film in Zermatt. The area has everything to offer and you have endless options in all areas of skiing. In the spring I want to go up to Riksgränsen to enjoy the last snow of the season. Riksgränsen has been on my to-do list for a long time and now it's time to experience that beautiful midnight sun up north.

Cashmere – this natural fiber stands for pure luxury, incomparable softness, and warmth. Cashmere hats and headbands are not just a fashion highlight, but a tribute to the harsh winter months. That's why we decided years ago to create winter accessories with this precious fiber . Our Shepherd line, with beanies and headbands made from 50% recycled cashmere and 50% ultrafine Merino wool ( Both GRS-certified) are our most expensive and luxurious products. They are also only branded on the inside to allow enough space for this precious textile fiber on the outside. Today, we'd like to not only share with you the extraordinary benefits of cashmere, but also explain why this wool is so valuable to us, who are rooted in the Alps—especially in an environment that challenges us every day. Shepherd headband without eye-catching branding. Cashmere – The fiber of extremes Cashmere wool is known not only for its incredible softness but also for its ability to protect us from extreme weather conditions. This precious fiber comes from the cashmere goat, native to the harsh regions of the Himalayas. There, where temperatures fluctuate dramatically and nature is unforgiving, the cashmere goat develops its particularly fine undercoat – the precious cashmere. It's precisely this wool that makes cashmere a treasure for us, who face the conditions in the Alps. Even here in the mountains, we know the cold that cuts through our bones. But just like the cashmere goat in the Himalayas, cashmere protects us in the Alps: With its unique ability to retain heat while remaining breathable, cashmere offers perfect protection in subzero temperatures—whether you're on the slopes in a blizzard or leisurely strolling through a snow-covered village. The wool is combed out of the cashmere goats, resulting in only 150 grams of wool per goat. Why cashmere is perfect for our headbands and hats Cashmere's exceptional fineness, created by its small fiber diameter, is unparalleled. When you wear a cashmere headband or hat, you'll immediately notice how soft and comfortable the fiber feels—even on sensitive skin. The material is perfect for alpine winters: It keeps you warm without breaking a sweat, while also protecting you from the icy cold. But cashmere isn't just practical. It's a fiber that exudes elegance and is timeless. Our cashmere headbands and hats are a statement for those who feel a connection to nature while appreciating subtle elegance. The advantages of our cashmere headbands and hats at a glance: Incomparable softness that pampers even sensitive skin High wearing comfort – ideal for long winter days in the mountains Odorless – perfect for active outdoor adventures Temperature and humidity regulating – ideal for extreme alpine conditions Luxurious and durable – a companion for many winter adventures A collection inspired by the mountains Our The Shepherd line represents a fusion of nature, tradition, and elegance. We deliberately chose a limited edition to emphasize the uniqueness of this material. Each headband and hat is unique, crafted with dedication to offer you the best possible protection from the winter elements. Care – How to keep your cashmere beautiful for a lifetime Cashmere is a natural wonder that, with proper care, will last a lifetime. The natural lanolin in the fiber has a self-cleaning effect, so it's often sufficient to air your cashmere headbands and hats out in the fresh air. Should washing be necessary, we recommend a gentle hand wash with lukewarm water and a special wool detergent. Our care tips: Ventilate regularly – this way your cashmere products stay fresh longer. Gentle hand wash – without wringing or rubbing. Dry on a towel to maintain the shape. Moth protection in the closet – cedar wood keeps your treasures safe. Sustainable luxury for winter Our headbands and hats are not only made of pure cashmere, but also combine 50% recycled cashmere with 50% ultra-fine merino wool – both GRS-certified. The Global Recycle Standard guarantees that our products are manufactured in an environmentally friendly and socially responsible manner. Thus, each piece reflects the respectful treatment of nature that is so central to us in the Alps. Conclusion: Cashmere – your protective shield against winter Cashmere headbands and hats aren't just accessories—they're a feeling. A feeling of warmth, comfort, and elegance that will accompany you through the winter. In a world that can sometimes be as harsh and unpredictable as our beloved Alps, cashmere offers you the gentle protection you need. Discover our Cashmere line and hats that let you experience winter in a new, luxurious way – and feel the difference that only cashmere can make.

An alpine adventure: The Breithorn Traverse in Zermatt At the end of September, my colleague and I had the chance to explore the entire Breithorn traverse in Zermatt. Although the Breithorn West Summit is known as one of the easiest 4000m peaks in the Alps, we deliberately decided to do the entire traverse - a route that promised us more variety and a little adventure. With perfect conditions and an impressive backdrop, the tour was a special experience that we will remember for a long time. ( Text & photos: Levi Luggen ) The morning – start of the day Our day began with the first gondola from Zermatt up to the Klein Matterhorn. The autumnal mood was omnipresent, the sky was turning soft colors, and the fresh mountain air let us breathe deeply. We felt ready for what lay ahead - a mixture of challenge and enjoyment in the middle of the Alps. > The Breithorn Plateau – A place of peace The Breithorn plateau presented itself to us in all its vastness. Cirrus clouds drifted by, but soon the sky opened up and gave us a view of the surrounding peaks. The crossing of the plateau was calm and we headed towards the Roccia Nera - the anticipation of the upcoming climb grew with every step. Ascent to Roccia Nera – rock and ice The climb to the Roccia Nera was a mixture of rock and ice passages, where we were able to witness the retreat of the ice first hand. A silent reminder of the change that cannot be stopped even here in the Alps. The view from the summit was impressive: Castor and Pollux in the distance, their majestic silhouettes clearly standing out. Between the Breithorn twins The next section took us over the snow ridge and rugged rocks to the Breithorn twins. It was a bit of a balancing act between snow and rock, but never too difficult - just the right amount of challenge for a leisurely tour. We mastered the abseiling sections without any problems and enjoyed the peace and quiet, as there were only a few other mountaineers around. The middle peak – a short climbing fun The highlight of our tour was the short rock climb to the middle summit. After a short break, we set about overcoming the climbing sections - not too difficult, but still exciting. Once at the top, we were treated to a fantastic view of the surrounding panorama. A perfect place to pause for a moment and take in the beauty of the Alps. A feeling like being on top of the world Standing on the rocky peak, aware of our exposure, was a feeling that is difficult to put into words. It was a moment of pure awe and joy that we will treasure deep in our hearts. The West Summit – The crowning conclusion With a little time to spare, we decided to climb over the western summit. The view of the Matterhorn, towering majestically in front of us, was the perfect end to an all-round successful tour. Even though the last few meters to the station took a while, we reached our destination on time and satisfied - knowing that we had spent a wonderful day in the mountains. Review – A day in the Alps It was surprising how quiet it was on the Breithorn Traverse that day. For us, it was a tour full of impressive views, pleasant climbing passages and, above all, a lot of peace and quiet. A day that showed us once again why the Alps play such an important role for us - they give us the opportunity to switch off and experience the adventure in nature.