La Loupe Kitzbühel No. 3 - Winter Edition

“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.
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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