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.

After 2 years of hard snowboarding, filming, editing, making music and writing, our Hä? buddies Gregor Betschon and Levi Luggen have finally released their film "GALE". The original soundtrack was composed and recorded by Andreas Achermann and even performed live at the premieres!

Merino is on everyone's lips, and there's good reason for that. At HAE, we carry a wide variety of merino wool products in our range. From hats , headbands , and neck warmers to our own wool for crocheting, you'll find so much made from merino wool in the HAE online shop .

This year we have made some headbands and hats from baby alpaca wool for our strictly limited special edition . In this article we want to tell you more about the origin, care and properties of baby alpaca wool.