What was "hä?" – and why did it become HAE?
"hä?" was more than just a brand name – it was an attitude. A mix of irony, confidence, and the courage to be different. With the rebranding to HAE, we are bringing a fresh look to our design – without losing our DNA.
The new name is clearer, internationally understandable – and ready for the next level. But everything you loved about "hä?" remains: the distinctive look, the high-quality materials, and the wink that accompanies each of our products. We have also expanded our product lines. So now you'll find plenty for your adventures up in the mountains, even during spring, summer, and autumn. Also, a few things for climbing and bouldering, such as our new climbing pants.
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hä? Caps & Beanies: Original Designs That Stand Out
Our classic hä? hats and beanies are real eye-catchers. With striking patches, bold colors, and uncompromising quality from sustainable materials, they provide warmth – and conversation starters.
→ View the most popular models now and buy directly online.
View the most popular models now and buy directly online.
Huh? Headband & Headband: Function Meets Style
Whether on the ski slopes, jogging, or in everyday life – our hä? headbands and headbands fit perfectly, keep you warm, and look damn good. Elastic, breathable, and with the typical "hä?"/HAE look.
→ Find your new favorite headband at HAE now.
hä? Neck Tube & Neck Warmer: Made for Cold Days
Winter is coming. With our hä? neck tubes and neck warmers, you're ready – functional, stylish, and reliably warm. Whether for outdoor sports, the city, or just for feeling good.
Why "hä?" The Story Behind the Name
The name "hä?" was provocative, witty – and a real icebreaker. It stood for all those who don't just follow along, but question. For individualists who go their own way.
Even though the name is now HAE, the spirit of "hä?" remains. And with it, the idea that fashion can do more than just look good. In addition, we are focusing even more on the theme of the Alps, where we grew up. HAE - Raised by the Alps!
From "hä?" to HAE – what stays the same, what's new
What stayed the same:
- Unmistakable design
- High-quality materials
- Produced in Europe
- Attitude
What's new:
- Modern brand image
- Clearer communication
- More choice, more innovation
- Larger product range (climbing, alpine adventures)
Who is hä?/HAE made for?
Our collections are for everyone who celebrates individuality and seeks adventure – whether high in the mountains, on the slopes, in the city, or chilling with friends. Whether you want to make a statement or simply love good products – HAE is there for you.
Our Quality Promise
- Sustainable materials
- Fairly produced
- Design with attitude
We stand behind every product. If you have any questions or are not satisfied: We are here for you.
Frequently Asked Questions
Our FAQ helps you with all questions about "hä?", HAE, and our products.
What does "hä?" actually mean?
"hä?" was deliberately chosen to be provocative – an expression of self-irony, attitude, and style. Today the brand is called HAE, but the wink remains.
Are there still products with the original "hä?" logo?
No, all products with the old "hä?" logo have been sold out. This allowed us to launch with the new branding last autumn.
What has changed with HAE?
New name, modern look – but quality, production, and design standards remain the same.
Where are your products manufactured?
Our beanies, headbands, and neck tubes are produced in Europe and Switzerland under fair conditions.
How sustainable are your products?
We rely on recycled and durable materials – for more responsibility in the fashion world. But you will also find materials like acrylic or polyacrylic in our collection - a large selection and something for everyone.
Can I still buy "hä?" products online?
Yes – directly from HAE in the official online shop. Simply browse, select, and order.
Key takeaway regarding "hä?"
"hä?" lives on – in the new brand HAE, with the same values, original designs, and sustainable quality. If you want the original, you'll find it here.
Further links:
Thin Hat | Buy a hat | Men's Hat | Women's Hat | Sports Headband | Women's Headband | Kids' Hat | Crochet Hat | Knit Headband | Crochet Headband |
Beanies | Neckwarmers | Headbands | Masks | Handmade | Kids | Limited Editions | Caps | Shirts | Hoodies | Accessories | Second Line |
Let customers speak for us
Top Qualität der Materialien und Verarbeitung, cooler Style und sitzt wie angegossen! Nach einem ganzen Tag Tragen drückt sie bei mir allerdings leicht auf die Ohren. Ansonsten bin ich rundum zufrieden.
Das Cap ist super, sehr gute Qualität und schön verarbeitet! Passt genau! Bin sehr zufrieden.
Super Shirt sehr stylish
Super Shirt, auch nach x mal waschen 1a
D' JAZZER BEANIE - MERINO isch süper flauschig und fühlt sich dadurch extrem bequem an auf der Haut, inklusive guter Halt, und isch au no stylisch!
Und das wichtigste - sie hält richtig warm...
...isch zu minera Liablings Kappa ufgschtiga :-)
Danka vilmol Team HAE
Prompter Lieferung trotz falscher Bestellung über E-Mail.
Wurde sofort korrigiert und die richtige Mütze geliefert.
Sowas tolles habe ich noch nie erfahren.
Qualität sehr gut.
Werde Euch HAE weiter empfehlen.
Das Häkel-Set war ein Geschenk für eine gute Freundin. Sie ist eine talentierte "Häklerin", deshalb fiel die Wahl auf das "Verdrehta". Sie hat sich riesig darüber gefreut.
Wunderbar warm, schön flauschig und nett anzusehen. Was will man menr
Ich trage "The Mask" schon seit mehreren Saisons. Die Qualität ist top!
Mit "The Mask Kids" wird es nun auch meinem Sohn nie kalt!
Auch ich - sowie mein Sohn mit dem Kids-Modell - liebe meine neue Mütze!
Mein Sohn liebt seine neue Mütze!
Am liebsten würde er sie auch beim Schlafen tragen 😉
Super weicher Stoff, sehr warm und genügend gross für alle Tragearten.
Fällt wenig grösser aus. Sehr angenehmer Stoff und kuules Design.
Einmal mehr ein tolles Teil von Hae. Mein alter Neckwarmer sah langsam ziemlich abgeranzt aus und habe ihn durch diesen hier ersetzt. Ich hab die Entscheidung nicht bereut. Die Merinowolle ist supersoft und flauschig und der Wärmegrad ist genau richtig (der alte Warmer war eher auf der zu heissen Seite).
Top Beanie, das sehr warm gibt.
