The Formula for Success: Just Start Doing It!

“Why don’t we do something for young customers?” asked Willy Bogner Jr. in 1971, when his mother Maria was responsible for design at BOGNER. “Just do it!”, was her reply, short and sweet – and Willy did it. He designed his first own skiwear line. The “Formula W” fitted perfectly into the style of the time. Plastic skis had replaced the heavy wooden skis of the past and had made a more extreme style of skiing possible. The acrobatics of the young freestyle movement gave new impetus to the sport. “Formula W” presented itself accordingly. In addition to super-sporty cuts and innovative stretchy materials, the product line was defined by its striking design. The high recognition value of the ski suits and jackets with their three stripes in purple, yellow and red contributed significantly to the success of the “Formula W” collection. And this success continues to this day. For young customers, BOGNER continues to offer cool, functional clothing, and the “W” pattern on the back, the bright colours and the relaxed luxury of the BOGNER “Formula W” collection celebrate the heritage of the style-defining 1970s.