FW Apparel Launches Inaugural Collection; New Website

Drawing inspiration from the Swiss Alps’ natural forms, exuding simplicity and intricate detail, FW’s garments combine ultra-technical fabrics with an understated, minimalist aesthetic. The apparel is fit for use in harsh, wet, freezing-cold conditions and it also styles seamlessly into your streetwear look. This emphasis on urban/alpine duality that sets FW apart from other brands. Most premium outerwear manufacturers prioritize function over fashion, or the inverse, sacrificing quality for style. FW’s progressive commitment to unparalleled synergies of style and technology is a reflection of years of exhaustive research, development and testing.

“For us it was important to bridge the gap between technicality and looks. The line reflects our obsession for functional minimalism. Our products are efficient with critical detailing, but eliminating superfluous elements,” explains Olivier Gouby, FW co-founder and brand director. “FW is reflective of our contemporary lifestyle. We are using relaxed cuts and silhouettes that switch easily between high-performance outdoor use and a street-style look.”

Collectively, the FW team holds more than 100 years of textiles experience. FW’s managers, developers, pattern makers and designers come from all around the world—from the Alps, to the U.S. Rockies, to Japan and New Zealand. The team consists of skaters, snowboarders, skiers, surfers, hikers, bikers, collaborators, explorers; these individuals have been shaped by influences of vastly differing cultures, but they are united by an immersion in the richness of outdoor culture. Today, their respective crafts are channeled by day-to-day life spent in the Alps, and a collective vision for how they experience life among the towering, jagged peaks.

Through shared experience, FW’s team understands the demands of outdoor apparel on a micro scale: from the benefits of particular fabrics and features to the thoughtful placement of every last button, zipper and pocket. Beyond looking good, feeling good and performing at a high level, an intimate aspect of the team’s shared experience is the desire to preserve the natural environment for all to enjoy. It is this value that inspires FW to make a commitment to ensuring its garments meet the highest standards of quality.

At FW, quality is sustainability. In addition to selecting fabrics of premium durability and function, FW has utilized recycled materials where possible throughout its collection, from yarn to insulation. The company’s leisurewear is made from 100% organic cotton. FW is also developing a repair program that will allow its customers to extend the life of the products they purchase, cutting down on throw-away consumerism. Additionally, FW has joined 1% for the Planet; in partnership with the non- profit, FW is committed to donating 1% of all sales to support organizations focused on creating positive impact on our environment. Right from inception, FW has dedicated Quality and Sustainability Manager, Sara Asmoarp—formerly of Volvo—to ensuring FW lives these efforts. FW co-founder Alex Hoye puts it this way: “We simply believe that all brands should integrate sustainability and quality from their core, not as CSR add-ons.”