SPORTALM: Kitzbühel fashion – from sporty to glamorous

• Brand philosophy

  SPORTALM - the Kitzbühel company whose passion and lifeblood is devoted to manufacturing authentic alpine women's fashions. The collection is based on tradition and originality, given an edge by bold design, urbane style and innovation. Core values – close ties to the land, crafts and family – are revealed in charming and elaborate details. The mix of international fashion and alpine lifestyle is an extremely exciting look, a fusion of sporty elements with glamorous après-ski chic, and is inspired by the glitz of Kitzbühel and the success of its skiers. The SPORTALM e.motion range reflects the elegant, active and ultra-fashionable lifestyle of Kitzbühel high society with a very feminine, sensual slant, while traditional alpine clothing from SPORTALM combines modern with traditional elements.

• History

  The history of SPORTALM began in 1953 with the foundation by Willi Kruetschnigg of a knitting mill which from 1968 also produced the typical alpine costume, the dirndl. In the 1970s the company created a stir by departing from the traditional dirndl style and introducing colours such as pink and yellow. Production of skiwear began in 1973. The company was taken over by Wilhelm Ehrlich in 1980 and became the leading skiwear and alpine clothing manufacturer in Austria. The range was expanded in 2004 to reflect more modern trends with the creation of the e.motion collection. SPORTALM still has its company headquarters in Kitzbühel and employs around 680 people.

• Worth knowing

  It takes only two weeks after designing a garment until it is ready for production. Up to 160 different pattern pieces and up to 240 different fabrics and findings are required for the production of one single style.