History

With their passion for sports and fashion, Bogner has been successful for more than 80 years. What once started as a dedicated small production facility in one of Munich’s backyards has evolved into a prosperous international label. The capital B has been a symbol of fashionably inspired and sophisticated sporting apparel ever since. Until today, Will Bogner jun., together with his wife Sônia, has continued the success of his father, Willy Bogner sen. and has furthermore enjoyed a worldwide reputation.

1932

1932

Willy Bogner senior accomplishes numerous victories as a ski jumper and a cross-country skier. The Munich local wins the German Championship 11 times in the Nordic Combination. In addition, he founds an import business for Ski equipment and knit materials and is able to combine his passion for sports and business.

1936

1936

Willy Bogner sen. takes the Olympic oath at the winter games in Garmisch-Partenkirchen. Even more remarkable: the games in 1936 mark the start of

Bogner’s apparel being worn by the competing German Olympic team. This tradition has continued for the last 17 winter games.

1950

1950

A former sauerkraut factory in Berg am Laim, Munich is re-modeled into the new Bogner headquarters.

1955

1955

Following her revolutionary ideas on the windbreaker and the stretch trousers, Maria Bogner introduces the „B-accessory“:

1970

1970

With his participation in two Olympic winter games and having won more than 70 trophies in 300 races, Willy Bogner jr. successfully follows the footsteps of his father.

1986

No montage! In the movie “Fire and Ice” John Eaves escapes a wall of fire caused by a gas explosion in Vail, Colorado. The ski movie wins the “Bambi” and the German Film Award.

1989

1989

The first Fire + Ice campaign

with the motto “Join the Tribe”

is launched.

1990

1990

When launching their new Bogner Flagship store on Madison Avenue, Sônia and Willy present the latest Bogner fashion via photomontage on top of the Chrysler Building in New York City.

1994

Willy Bogner’s latest movie „White Magic“ features the highest amount of ski and snowboard professionals that have participated in a movie, ever. The movie was shot in Canada, Iceland, and Switzerland and it took three winters to finish it.

1996

Launch of the Movie Campaign for the Fire + Ice-Claim “Join the Tribe”.

2000

Willy Bogner conceptually strived for a new path with his movie “Ski to the Max” by using the all-new technology of IMAX theaters.

2002

A historical moment and a great honour for Bogner:

After years of remodeling, Willy Bogner is chosen to reveal the renovated Brandenburg Gate in the German capital Berlin. The biggest “B”-Zipper ever made is manufactured for the ceremony. Bogner flies, upheaved by a helium balloon, to the top of the veiled gate and opens the zipper. More than one million people attend the event, including former US-president Clinton, German Chancellor Schröder and German Federal President Rau. More than 110 million people watch the ceremony live on TV.

2004

2004

At the trade fair ISPO in Munich Bogner presents their new and innovative bamboo ski, which is made of the light and flexible timber of bamboo.

2007

2007

In the course of Munich’s application fort he Olympic Winter games in 2018, Bogner hosts „Willy Bogner’s Winter Olympics“ in front of the opera house in Munich.

2009

2009

Happy Birthday Fire + Ice! The brand celebrates its 20th birthday. Just like many of Bogner’s friends it has become mature while staying young at heart.

2014

It’s incredible how fast time goes by and therefore we are celebrating our 25th anniversary with the exclusive collection. Happy Birthday Bogner

Fire + Ice!

1992

1992

Sônia Bogner introduces her first independent collection and opens an own store in Munich.

2013

Bogner once again is announced official outfitter for the German Olympic team in Sochi 2014 – the 18th consecutive time. Bogner and 600 guests celebrate the honor at Munich’s ISPO trade fair with the show:

“The B Games”.

2012

The company Willy Bogner celebrates its 80th birthday! An anniversary video shows the development from a young local ski import business to an internationally successful fashion corporation.

2011

3D cinema is old news. That’s why Willy Bogner presents his latest ski movie in 5D at the 2011 ISPO.

 

1991

Former 007 Agent Roger Moore, who Willy Bogner met during is work on four James Bond movies, plays a double-role in the new spectacular action movie.

 

1980

1980

The US-artist Andy Warhol takes pictures of Maria Bogner for his famous series of portraits.

1972

1972

Ski pants evolve into second skins and modern synthetic skis replace old-fashioned wooden ones.

1973

Greetings from the hip late 60’s: During the era of the Beatles, even Willy Bogner allows his fantasy to wander. Advertisements show how female skiers surprise gold seekers, rock stars giving concerts on frozen alpine lakes, a huge number of acrobats rides on a single ski, and Willy Bogner dances Charleston with „Fuzzi Bear“.

 

1964

Willy Bogner jr. introduces the film “Skifaszination” (“fascination skiing”) to German cinemas. The movie emphasizes the beauty of alpine skiing supported by specifically composed music. Bogner becomes the world’s first skiing choreographer.

1951

1951

Maria Bogner and her favourite model Elfie Wildfeuer present the Bogner style of the 50’s.

1937

1937

Willy Bogner sen. marries Maria Lux, who has been in charge of overseeing the collection design ever since.

1948

1948

Bogner’s first postwar fashion show takes place in Munich’s Hofbräuhaus. Bogner’s models including Maria Bogner herself celebrate the birth of sporting apparel on a poorly timbered runway, only four months after the monetary reform in Germany.