Designer coworking office space The Cloud Room

Real Clothes for Real-Life Adventure

Bogner’s Fire+Ice Spring/Summer 21 line is everything we need this season.


By Rachel Gallaher

Sportswear meets streetwear in Bogner's Fire+Ice Spring/Summer 2021 collection.


Say the name Bogner and most people think ultra-high-end ski gear—the stuff you see flying down the slopes (or in the lodges) at St. Moritz or immortalized in a Slim Aarons photo—but for those looking for something a little more free-spirited, the company’s Fire+Ice line has released its Spring/Summer 2021 collection, which is inspired by the relaxed lifestyle of the Hawaiian Islands.


“Fire+Ice was first introduced by Bogner as a fresh fashion line that uniquely met the needs of both snow enthusiasts and mountain lovers and was inspired by the legendary movie Fire and Ice by [ski legend] Willy Bogner,” says Tom Becker, head of design at Fire+Ice. “For more than 30 years, the Fire+Ice collections have focused on technical gear and performance paired with a fashion approach that ensures each piece can function anywhere. The result is a look that effortlessly crosses the boundary between mountain and city.”

Shot on the coast of Northern Denmark, the Fire+Ice Spring/Summer 2021 campaign takes on a relaxed, athletic vibe.


For its spring campaign, Fire+Ice chose to focus on real people doing real things in its clothing to show that not only are its pieces—which range from neon green sweat suits to tropical-printed puffer jackets—practical and comfortable, but that they work for a range of activities from weekend surfing to running evening errands. The relaxed silhouettes and comfortable fabrics track with the less-formal work-from-home aesthetic that's come to dominate our video calls and digital desks. In other words, these clothes are practical, but they don't lack style.


“We don’t just shoot models but real individuals in their own environment and daily life,” Becker says. “For Spring/Summer 2021 we followed [four pro surfers] Mor, Vahine, Robert, and AJ, who live the absolute dream of every adventurer in Cold Hawaii, a local’s surf spot in Northern Denmark. Perfectly equipped with the colorful new Fire+Ice styles for long days outdoors, even during a chilly breeze, this crew makes the case for adventure.”

Pattern on pattern makes a statement that works when the colorways are the same.


As with all of Bogner’s activewear, the collection was developed using technical fabrics and construction processes to allow for breathability, stretch, durability, and a lightweight feel to allow for layering. Bold patterns and bright colors (it seems that neon is back) are reminiscent of the ’80s and ’90s and can be mixed with solid pieces for balance, or layered together for the ultimate standout look.


“The collection mixes playful, yet contemporary prints with sportive details and fashion silhouettes to create a collection equally suited for a day at the beach, a hike in the Alps or an urban adventure,” Becker says. “As always, Fire+Ice sets itself apart by responding to fashion trends with a signature mix of performance and style.”

The versatile pieces in the collection work at home or on the go, and neon tones are fresh, energetic hues for spring.



#bogner #fire+ice #fashion #fashiondesign #relaxedfashion #activewear


© 2020 GRAY Media, LLC. ALL RIGHTS RESERVED | Use of and/or registration on any portion of this site constitutes acceptance of our User Agreement (updated 6/1/2018) and Privacy Policy and Cookie Statement (updated 6/1/2018). Your California Privacy Rights. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of GRAY Media, LLC.

GRAY Media, LLC is based in Seattle, Washington, United States.

GRAY magazine design and culture
0