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BOGNER celebrates 30 years of FIRE+ICE

Press release   •   Nov 13, 2019 10:00 CET

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FIRE+ICE was introduced by BOGNER in 1989 as a fresh fashion line that uniquely met the needs of snow enthusiasts and mountain lovers.
The legendary movie Fire and Ice by Willy Bogner served as inspiration. As one of the most successful sports films ever made, Fire and Ice (1986) features extraordinary landscape shots and iconic action scenes still talked about today, including the ultimate fire jump. Even more, the film
introduced a whole new ski and snowboarding lifestyle that united sports with youth culture, and revolutionized the look and feel of skiwear.
For 2019, BOGNER builds on the legacy of
FIRE+ICE with a new freeski crew: Bene Mayr, Sven Kueenle and Laura Fritzenwallner. The three went on the ultimate freeride trip in the Alps to experience the spirit of FIRE+ICE up close. As a tribute to 30 years of FIRE+ICE, the
famous explosive jump from the original movie has been recreated by pro freeskier Bene Mayr and the pyrotechnics crew from the James Bond movie franchise.
This year’s FIRE+ICE anniversary collection
combines functional ski clothing with urban
silhouettes and elements of streetwear. The result is a look that works from peak to city. The colors of the collection are inspired by the volcanic glaciers of Iceland – a true freeski dream destination – and include Black, Ice Gray, Lightning Red and Reflective Silver. True to the BOGNER brand, the focus of the collection is on technical gear, but FIRE+ICE pairs performance with fashion to
overcome the borders between mountain and city, ensuring each piece can function anywhere. Paying homage to the movie, the ultimate Fire and Ice jump appears on T-shirts, base layers and ski jackets.

The new FIRE+ICE collection is now available in all BOGNER stores, online at, and through selected wholesale partners around the world.
BOGNER celebrates the 30th anniversary of

FIRE+ICE with an event in the BOGNER store on West Broadway in New York City on November 14.
Further information, including video and Q&As with the three freeski pros, is available upon request.

Willy Bogner GmbH & Co. KGaA, based in Munich, is an internationally successful lifestyle company and the leading provider of exclusive sport fashion, luxurious sportswear and designer fashion. The company employs over 800 people worldwide and appears in over 50 countries with the Bogner (Woman, Man, Sport, Kids) and Bogner Fire Ice brands as well as licences. The company, which has existed since 1932, is led by CEO Andreas Baumgärtner, while the owner is Willy Bogner, the son of the founder. More information at

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