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The Alps are our home. We believe the mountains nourish our passion for alpine endeavors and inspire us to create gear that reflects this spirit.
The people behind HAE were born and raised in the Alps and have a deeplove for mountain adventure. Their unquenchable appetite for the outdoorsand mountain sports led them early on across Europe and around theglobe, always in search of fresh powder and encounters with captivatingcultures of mountain life.
In the winter of 2006, during a six-weeksnowboarding pilgrimage to Mammoth, California,Mat faced an unexpected hurdle. His massivedreadlocked mane made finding a fitting beanie anear-impossible quest. Sidelined by an earlyinjury, Mat's restless spirit led him to a tiny woolshop in Mammoth. There, he decided to takematters into his own hands, quite literally, bycrocheting a beanie that would finally embrace hisuntamed locks.
When his crew returned from the slopes thatevening, they were blown away by Mat's DIYcreation and immediately clamored for their own.Back in Switzerland, the excitement continued.Encouraged by the enthusiasm for the first batchof beanies and headbands, Mat bought more wool,and thus, HAE was born.
HAE didn't just solve a personal problem; they ignited a movement. Theirunwavering commitment to self-sufficiency has been the bedrock of the brand eversince, reflecting their dedication to authenticity, quality and regionalcraftsmanship.
For HAE, the Alps aren't just a playground; they're a way oflife. They harbor a deep reverence for the peaks' history,raw beauty, and delicate ecosystem. Their passion extendsbeyond designing gear and conquering slopes. It’s aboutthe warmth and power of community, an essential principleof the wild mountain lifestyle.
In the Alps, relying on others is crucial toovercoming harsh conditions. The success ofHAE is a collective effort made by their friends,fans, and athletes they sponsor.
By fostering a tight-knit tribe that embodies thevery spirit of the Alps, HAE has nurtured acommunity of homegrown talent that lives theessence of the brand.
The HAE story is a testament to self-reliance and resourcefulness. Born in the Alps,the brand stands for local craftsmanship and innovation. Their entire productionsupply chain is based in Europe, and they pioneered their sustainable operations 10years ago, long before sustainably conscious became trendy.
For almost two decades, HAE has grown organically, expanding its range while staying true to its roots: "We believe the mountains nourish our adventurous spirit." Mat and Seb's journey with HAE is living proof of this mantra. Their purpose is crystal clear: to nourish people's lifelong passion for mountain adventures.
They've made it their mission to champion local talent, turning HAE into a launchpad for rising stars of the slopes and peaks.
From sponsoring bold, up-and-coming athletes who push the limits of what's possible on snow and rock to collaborating with local photographers who capture the raw beauty of alpine landscapes, HAE is committed to nurturing homegrown talent.
HAE also become patrons of mountain storytellers – writers, filmmakers, and artistswho weave the magic of the mountains into their craft. By featuring these localheroes in their campaigns and products, they aren't just building a brand; they'recultivating a vibrant ecosystem of Alpine culture. This grassroots approach ensuresthat every HAE product carries not just the spirit of the Alps, but the very essence ofthe people who call these majestic peaks home.
Today, HAE continue to do what they love – crafting top-notch,authentic gear that resonates with the wild spirit of the Alps.Through HAE, they inspire others to embrace adventure, toughenup, and soak in the raw beauty of the natural world. It's not justabout selling products; it's about cultivating a tribe of mountainenthusiasts ready to conquer new heights and push their limits.
The journey of HAE is a continuous testament to theircommitment to the Alps, self-sufficiency, and fosteringa passionate community that shares their love foralpine endeavours.
Their values are woven into every aspect of HAE,ensuring that their story is one of authenticity and deepconnection to the mountains they call home.
