Passionate visionary, businessman, and a prominent sportsman with an incredible charisma. Modest and inspiring. He’s been continuing the work of his father for 40 years. Every season, Bogner proves that his brand is beyond time. He says about himself: “Innovations excite me”, about his products: B stands for “better”[1]. Willy Bogner Jr. – tireless innovator who defines “sporty fashion”.

Willy Bogner Jr. is talking about his passion for sport, brand and his parents. 

You are described as a ‘renaissance man’ - ski racer, fashion designer, photographer, movie producer – which of your interests gives you the greatest satisfaction?

Always the one I am involved with at the moment. You know, because all these areas are really fascinating by themselves. Obviously if you work in the mountains, if you are out there, if you are filming or creating something it’s much more direct than sitting in the office. Also, it is great when you have a good idea and it works. However, you can’t be out there all the time. You have to also use your brains sometimes. And sometimes you use your body more than your brain. You can see round here some images of the past – me with the camera.

What’s the story behind your success? Is there any key factor that puts Bogner at the top of ski brands worldwide?

It’s a combination of sport and style. You have to understand the sport but then you have to add the artistic aspect to it. My father was a sports guy and my mother had the taste. She would look at the functional stuff that didn’t look very good and say: „I am not gonna wear it” so my father would reply „Why don’t you design something you like?”

Basically when we think about ski fashion Bogner is definitely the no. 1 brand. I read someplace that your mother Maria was described as Coco Chanel and Bogner in general was described as Dior of ski fashion.

Yes, it’s a good comparison because they were really pioneers. They made people on the ski slope look good, especially women. Men can look ugly, they go very fast (laughter).

When you look back at your career, working in a family environment, what type of experience/project makes you most proud of today? Do you recall any special moments in the history of the company?

Always the one I am involved with at the moment. You know, because all these areas are really fascinating by themselves. Obviously if you work in the mountains, if you are out there, if you are filming or creating something it’s much more direct than sitting in the office. Also, it is great when you have a good idea and it works. However, you can’t be out there all the time. You have to also use your brains sometimes. And sometimes you use your body more than your brain. You can see round here some images of the past – me with the camera.

Was it in the 70s?

Yes, and at the same time we used the new material: stretch nylon so you could cut the suits closer to the body to allow the movement. We used also stretchy lining – it was a new technology which allowed us to do one-piece suit, super pants that looked very tight. And it all happened in the 60s and the 70s. Until today we continue to work with the best fabrics and the most innovative technologies.