Fragrance house

Bogner

Founded in Munich in 1932 by Willy Bogner Sr. as an importer of skis, equipment, and Norwegian knitwear, Bogner grew from a ski business into a fashion label through the work of Maria Bogner. In the postwar period, she introduced stretch ski trousers, and her 1948 collection is identified as a defining milestone in the brand’s history. She also created the B zipper in 1955, an early branding element that became a recurring symbol. Willy Bogner Jr. joined the family company full-time in 1972, taking responsibility for the sports collection and advertising before taking over the company five years later. His creative influence extended beyond clothing: after retiring from competitive skiing in 1969, he produced Bogner campaigns and image films and filmed ski sequences for James Bond movies. Bogner launched the Formula W ski collection in 1971 and introduced FIRE+ICE in 1989, based on Willy Bogner Jr.’s film of the same name. Today, its public identity combines fashion and sport through ready-to-wear and activewear, while FIRE+ICE focuses on performance and functional sportswear.