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2 years ago

La Loupe Kitzbühel No. 3 - Winter Edition

  • Text
  • Lodge
  • Lech
  • Lifestyle
  • Kochart
  • Region
  • Sportalm
  • Vorderstadt
  • Loupe
  • Steinmayr
  • Tourism
  • Www.laloupe.com
Heimatgefühle La Loupe Kitzbühel Wie ein zweites Zuhause, so soll sich der Urlaub anfühlen – in Kitzbühel stellt sich dieses Gefühl schnell ein. Alles, was dazugehört, haben wir für Sie herausgesucht. Nicht nur eine stilsichere Einrichtung oder ein kuscheliger Wohlfühlpullover, sondern auch der Bezug zur Region und die Wertschätzung der Natur sind wichtige Bestandteile eines Heimatgefühls. Regionale Produkte für wahre Gaumenfreuden finden sich schnell und alles Weitere darf nach Belieben erweitert und gelebt werden. Benjamin und Julia genießen die Zeit in der Gamsstadt am liebsten bei einem ausgiebigen Winterspaziergang und wärmen sich anschließend am lodernden Kaminfeuer der urigen Hütten wieder auf. Am besten, man nimmt sich ein Stück Kitzbühel mit – und sei es im Herzen.

“I had goosebumps when

“I had goosebumps when the fashion show started.” “We were able to show that we can’t just do sportswear but fashion, too.” “Traditional costume, those are our roots, roots that we consider and cultivate.” “Tradition, be it in terms of craft or origin, is important to us – which is why Kitzbühel is the perfect location.” Those are our actual roots that we like to think back to and that we cultivate. With the third owner, Franz Kneissl, skiing fashion was added in the 1970s. Tradition, whether in terms of craft or origin, is very important to us – which is why Kitzbühel is the ideal location. The people are happy when you tell them you’re from Kitzbühel. And then when you can actually order products that are connected to the region that’s a great advantage. And all this influences the collections at all time – natural materials and a good feel are what we focus on. L.L. Classical craft, longstanding tradition and a strong family bond are essential for Sportalm. Do you feel like these values are generally being neglected nowadays, especially in the fashion industry? U.E. Yes, many companies are no longer family-run. In many cases companies are motivated by short-term success and sustainability is neglected. In family-run businesses that is not the case because you think in generations and tend to take smaller steps that are more healthy in the long run. In family-run businesses one is connected to tradition more closely. Fortunately though, this short-term thinking is becoming less prominent in customers, too. They increasingly develop a sense for quality and are willing to spend more money on good products. Of course, that’s something we profit from. L.L. Is there a particular Sportalm piece one should invest in? U.E. That makes me immediately think of down coats. They are timeless, particularly when it comes to colours and cuts. And a simple dirndl also has a timeless elegance. And in this area especially the origin does play an important role. 44 L.L. The company headquarters of Sportalm is still situated in Kitzbühel. And your collection reflects the special lifestyle of the “city of the chamois”. What makes the spirit of the place so special and how is it reflected in your collections? U.E. On the one hand Kitzbühel is a city known for sports, on the other it’s also very glamorous. Both components influence our collections. This symbiosis in combination with a wonderful location in the nature is what our international

customers love, too. Our fashion, aside from the traditional costume, can be worn everywhere. Kitzbühel is very present in our brand and in our logo. Ultimately, we also advertise the region. And we also like to communicate that our brand comes from the “city of the chamois”. A classic win-win situation. Which is why we also host events in cooperation with the tourism association, such as press conferences and fashion shows. Shopping & Lifestyle Since the beginning of the 1990s, Ulrike Ehrlich has been supporting her father, Wilhelm Ehrlich, who took over Sportalm in 1980. As creative director, she used her personal touch to lend the company a dynamic character and her collections enchant customers all over the world. The company is active in 21 countries worldwide but the company headquarters has been in Kitzbühel for 63 years. The special pieces made by Sportalm combine international flair and local traditions – while still remaining typical for Kitzbühel. Today the collection contains traditional costume, ski and everyday fashion. L.L. Sportalm is making authentic traditional fashion with that little something. It feels like dirndl & co are seeing a bit of a renaissance today. How easy is it to integrate this type of fashion into everyday life? U.E. Today it’s absolutely possible to combine traditional jackets with jeans, for example. Or dirndl shirts can be worn with cardigans, vests and dresses. Fashionistas also like to wear their dirndl’s petticoat. So, depending on one’s sense of adventure there are many possibilities. And for men lederhosen have become a garment they can wear in everyday life. And there are more and more events where many people wear traditional costumes – weddings, for example. L.L. Your current dirndl collection has high-cut blouses and cut sleeves. What direction will the development of traditional fashion take in the coming season? 45

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Kitzbühel

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Lech Zürs

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Niederösterreich

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