With the Milano Cortina 2026 Winter Olympics and Paralympics just around the corner, the fashion world is buzzing with ski and après-ski vibes—but one brand stands out with a legacy that’s hard to ignore. Bally, the Swiss luxury powerhouse founded in 1851, isn’t just jumping on the mountain trend; it’s practically written the book on it. From equipping Mount Everest climbers with grip-worthy footwear to outfitting the Swiss curling team in the 1956 Winter Olympics, Bally’s alpine credentials are as solid as the Swiss Alps themselves. But here’s where it gets intriguing: how does a brand with such a storied past reinterpret mountain style for today’s fashion-forward man? Enter the “Alpine Collection,” a masterclass in blending heritage with modern luxury.
Shearling and down outerwear take center stage, paired with boots designed to shrug off cold and slush like they’re nothing. Tote bags and backpacks in curly shearling or logo quilting add texture—a nod to fall’s tactile obsession. But this isn’t just about looking good; it’s about honoring Bally’s legacy of performance-driven design. Mario Grauso, operating partner of Regent’s fashion and luxury group (Bally’s parent), shared with WWD, “We have an amazing archive, and it’s truly inspiring the design team.” And this inspiration is palpable—vintage advertising posters, expedition photos, and archival prints of snow-covered conifers and cross-country skiers adorn the presentation space, seamlessly blending history with contemporary style.
The collection’s 20 looks, showcased on a round dais, feature chic shearling-trimmed hiking boots and puffer jackets emblazoned with Bally’s signature “B” motif. But here’s the part most people miss: Bally’s men’s line isn’t just a trend—it’s the brand’s largest business segment, with many products still crafted in Switzerland, leveraging its unparalleled craftsmanship. As Grauso noted, this collection isn’t just about fashion; it’s about continuing a legacy of innovation and performance.
Historically, Norway, the United States, and Germany dominate the Winter Olympics medal count. But as ski-inspired fashion hits the stores, the real question is: Who’ll take home the gold in the fashion games? And here’s a thought-provoking twist: In a world obsessed with fast fashion, does Bally’s commitment to heritage and craftsmanship make it a rebel—or a relic? Let us know what you think in the comments!
