No luxury athletic brand is as rooted in the innovative, high-performance ski apparel seen on those slopes or the chic, fashion-forward statements dotting the après scene as German luxury ski fashion brand, Bogner. The name Bogner Ski Wear has been synonymous with premium ski apparel since 1932.
Willy Bogner Jr.
Founded by Willy Bogner, Sr., as a business for skis, equipment, and knitwear, the brand soon evolved to become the leader in high-performance winter gear and ski fashion with the introduction of the Bogner Onesuit, first popularized in the 1940s. The brand has been a pioneer in luxury sports fashion for nearly a century.
The Maria Bogner Era: Revolutionizing Ski Fashion
Sun Valley’s roots in Bogner’s legacy took hold, however, with a pair of stretchy ski pants and Maria Bogner. Maria, the wife of Willy Bogner, is credited with being the creative spirit behind the company. She ran Bogner while her husband was at war, and afterward, the two were at the helm together. In the early 1950s, Maria was on a quest to craft a comfortable, sexy pair of ski pants made from a nylon material. In the 1940s, Maria Bogner revolutionized ski fashion by designing the first stretch ski pants, known as "Bogners," which featured stirrups for a sleek fit.
The result? “There is a famous story that during their skiing holidays in Sun Valley in 1955, American skiers wanted Maria Bogner to tell them where she got her slinky, stretchy ski suit made of wool and nylon,” Ashman says. With a pair of pants, Maria Bogner changed how women in the ski industry carried themselves. Seth Masia with the International Skiing History Association attributed the shift to the stretch pants as a notable change in the sexual dynamic of skiing.
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“Standard rig for the fashionable skier in the late ’50s consisted of Bogner stretch pants and a light poplin jacket over a wool sweater,” he wrote in ‘Maria Bogner introduces sex to skiing.’ The ski legend Warren Miller summed it up best: “I credit the growth of skiing during those years (the ’50s and ’60s) to Maria Bogner and her invention of stretch ski pants. Let’s face it: sex sells.
She also introduced the iconic "B" zipper, a signature of the brand that continues to represent quality and precision. In 1955, Maria Bogner replaced the pullers on the zips of BOGNER ski jackets with a distinctive ‘B’ - this invention made the company a pioneer in branding.
Ski fashion and the need for high-performance athletic wear continued to grow, and Bogner was at the front of the pack. In 1957, Maria Bogner was to set new standards on the ski slopes. She developed her first interpretation of BOGNER’s classic down jacket, long before other brands discovered the style for themselves. To this day, “The BOGNER Jacket” is firmly anchored in the BOGNER DNA - and not only because it looks timelessly cool, but also because of its continuous technical development. Originally intended as a ski jacket, it is now just as at home in the city as it is in the snow - a distinctive example of the typical BOGNER symbiosis of sport and fashion.
Subsequently, the BOGNER ‘B’ developed a sometimes discreet, sometimes showy life of its own as a trademark on jackets, hats, sunglasses and even as a necklace pendant. James Bond wears it when skiing, German Olympic athletes at opening ceremonies.
This fusion was also evident at a legendary photo shoot in 2006 at Montparnasse in Paris, when the fur-trimmed down ski jackets met slim jeans and high-heeled boots from the Sônia Bogner collection.
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The BOGNER Jacket - always ahead of its time!
Latest Ski Fashion Trends from Bogner Ski Wear
Expansion and Innovation: The Willy Bogner Jr. Era
In the late 1960s, Willy Bogner, Jr., a former alpine ski racer and film director who worked on four James Bond films, introduced his first line with the company, featuring nylon materials and bold new looks. Willy Bogner jr., a former ski racer and filmmaker, propelled the brand's legacy forward in the 1970s. He introduced a nylon material in the "Formula W" collection that became a hallmark of the era's aesthetic.
Bogner Ski Wear 1970s
Willy Jr. In 1989, Willy Bogner launched the Fire + Ice collection, aiming to reach a wider audience within the ski industry. This line integrated high-performance materials with modern, stylish designs, making it a favorite among a new generation of skiers. The Fire + Ice collection was created for a wider market in the ski industry and has achieved great success.
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In 2002, almost 50 years after its introduction, this unmistakable logo even appeared in oversized format on the Brandenburg Gate. After years of restoration work, the Berlin landmark that had been wrapped up in a massive fabric cover, was unveiled in a fashion befitting its status - and for the occasion, Willy Bogner Jr in person floated down in a helium balloon to open a giant ‘B’ logo zip.
Bogner Today: A Blend of Heritage and Modernity
While the Bogner quality and design aesthetic has never faltered, something few companies in any industry have maintained for nearly a century as Bogner has. What is even more impressive is their ability to stay current and classic. The relaunch of the classic Bogner jacket in a modern interpretation of the current zeitgeist has achieved even greater success than the original.
Every year Bogner adorns our Aspen ski shop with elegance and tradition. This year the Evelia-D is one of our favorite ski jackets with a satin-finished pattern that will surely stand the test of time. The offset Vera would be at home in a classic film as on the ski slopes and for those looking to make a splash around town the Hedda combines multiple textures to create an identity of its own.
Bogner's unwavering commitment to quality and innovation makes it a top choice for skiers who demand both performance and luxury. The brand’s rich heritage and continuous pursuit of excellence ensure that each piece is not only functional but also embodies timeless style.
The brand celebrated its ninetieth anniversary in 2022 with plans in the works for more stores and an ever-growing fan base. In November, Bogner will open two new dynamic retail stores on both coasts, Ashman says, one on Madison Avenue in New York and the other on Sunset Boulevard.
BOGNER History - Milestones:
| Year | Event |
|---|---|
| 1932 | Willy Bogner senior sets the founding stone for the Willy Bogner Ski company. |
| 1948 | Maria Bogner presents pants made out of stretch material with stirrups. |
| 1955 | Maria Bogner creates the iconic B zipper which will become the unique brand symbol of BOGNER. |
| 1969 | Willy Bogner junior retires from skiing professionally to focus on film-making and photography. |
| 1971 | The first ski collection by Willy Bogner junior launches: Formula W. |
| 1989 | Willy Bogner presents his new brand, FIRE+ICE, based on his successful film by the same name. |
| 2022 | BOGNER celebrates its 90-year anniversary. |
Experience the luxury and performance of Bogner Ski Wear firsthand at Miller Sports in Aspen. Our knowledgeable staff is ready to help you find the perfect ski gear to elevate your winter experience.