Fire+Ice
Bogner · Germany
Fire+Ice is the younger ski and sportswear line of the Munich fashion house Bogner, introduced in 1989. It combines technical skiwear with streetwear influences for skiers, snowboarders and mountain lovers.
| Launched | 1989 |
|---|---|
| Parent | Willy Bogner GmbH & Co. KGaA |
| Headquarters | Munich, Germany |
| Focus | Technical skiwear with streetwear influence |
| Website | bogner.com |
What is Fire+Ice?
Fire+Ice is a fashion line of Willy Bogner GmbH & Co. KGaA, the Munich based sportswear and fashion company. Bogner introduced it in 1989 as a fresh line aimed at skiers, snowboarders and mountain lovers.
History
The line takes its name and spirit from the 1986 film Fire and Ice by Willy Bogner, which helped launch a new ski and snowboard lifestyle that brought sport and youth culture together. Bogner celebrated 30 years of Fire+Ice in 2019.
Products and positioning
The focus of the collection is technical gear: functional ski clothing, ski jackets and base layers. It also includes T-shirts and streetwear inspired pieces, and recent collections blend mountain gear with urban styling so that the clothes also work in the city. Within the Bogner portfolio, Fire+Ice sits alongside the main Bogner lines for women, men, sport and kids.
Distribution
Fire+Ice is sold through Bogner's own stores and online shop as well as through department stores and sports retailers across Europe.
Why it matters
Fire+Ice is an early example of a heritage ski brand creating a youth oriented second line, linking performance skiwear with snowboard and street culture.
Frequently asked questions
Is Fire+Ice part of Bogner?
Yes, Fire+Ice is a line of the Munich company Willy Bogner GmbH & Co. KGaA, introduced in 1989.
What does Fire+Ice sell?
Fire+Ice sells technical ski clothing such as ski jackets and base layers, plus streetwear inspired sportswear.