A TRIBUTE MARKING 30 YEARS OF FIRE+ICE
How can you tell that a film has made history? For example when you remember scenes from "Fire and Ice" after more than 30 years. Or when you realise that the story brought up a whole new lifestyle. The history of the Fire+Ice brand begins with an adventure trip.
HOW A FILM MADE FASHION HISTORY
Everything begins with the legendary film "Fire and Ice", which Willy Bogner brought to cinemas in 1986.
The action, in brief: John Eaves and Suzy Chaffee – both passionate extreme skiers – meet in Aspen. He falls in love with her, follows her across the USA and they get a happy ending. The action is driven by sports scenes. The budding romance is represented by Fire, the sports connecting the couple by Ice.
The combination of a completely new ski aesthetic with action, humour and spectacular scenery makes Willy Bogner’s achievement so unique. In addition, “Fire and Ice” was the first sports film ever shown in cinemas.
Good to know: The film’s score was composed by Harold Faltermeyer – and is still memorable. The title song Fire and Ice, performed by Marietta Waters, was in the charts for several weeks after the premiere.
BEHIND THE SCENES
ANNIVERSARY EXPLOSION JUMP
Anyone who has seen “Fire and Ice”, the film, remembers the legendary explosion jump in front of an imposing fiery backdrop. It was featured on the film poster at the time – and was newly staged and filmed to mark the anniversary of the outdoor brand. To pay homage to Willy Bogner, freeski pro Bene Mayr and the pyrotechnics crew behind the James Bond films produced a contemporary interpretation.
FROM THE FILM TO THE FIRST FIRE+ICE COLLECTION
With his 1986 film, Willy Bogner laid the foundation stone for a new ski and snowboard culture. It brought together music and sports in previously unknown ways. For the first time ever, snowboarding was perfectly staged and captured, leading to a boom in the hitherto barely popularised scene.
What began as a captivating story, quickly became a whole new lifestyle. To give its attitudes a fashionable face, the FIRE+ICE label was founded in 1989. Its goal was to make snow enthusiasts happy – on the slopes and beyond.
FIRE+ICE: THE COLLECTIONS
LET'S START THIS ADVENTURE – AND JOIN THE TRIBE!
FIRE+ICE has always been more than a brand, as evidenced by the Join the Tribe movement. Its goal was to attract young people to the newly discovered sports and the associated culture. In an eight-year period, a total of ten young adventurers were invited to undertake daring trips.
How did it work? Applications were accepted on postcards listing personal details and information on individual interests. Following castings, teenagers between 16 and 19 were selected. The passionate snowboarders went on unforgettable survival trips to Australia, Hawaii, Canada or the USA.
Everyone who embarked on this adventure received one bag of sportswear – which had to last a full week. Extraordinary experiences create bonds, so it comes as no surprise that in time a strong, fearless community developed. For example Reto Lamm, Terry Jones and photographer Stefan Ruiz, who accompanied the group with his camera, were part of this community.
#WEAREFEARLESS – THEN AND NOW
The “Join the Tribe” movement brought the FIRE+ICE collections to life, and their adventurous spirit became tangible. A new snowboard scene arose and became part of youth culture over the course of eight eventful years. In time, the freeskiing scene also became a part of it, as a glance at today’s brand ambassadors shows.
Enthusiasm, passion and fearlessness: Values that FIRE+ICE represented in the beginning are being revisited several decades later and given a new lease of life in fashion. The result: a special anniversary collection with streetwear elements and urban silhouettes to be worn on the mountain or in the city – ideal for everyday adventures.
#wearefearless. Are you?