23 October 2025  South Tyrol's Olympic ConnectionAs the next Olympic Winter Games approach, northern Italy and South Tyrol are again in focus. For Austrians, this Alpine region feels close—not only geographically but also culturally. Until 1919, South Tyrol was part of Austria-Hungary; today it is an autonomous province in Italy where both German (or rather Tyrolean dialect) and Italian are spoken. Many Austrians still associate the region's names and traditions with their own—whether it's the filmmaker Luis Trenker or skiing legend Gustav Thöni.Luis Trenker (1892–1990), whose name now stands for a fashion label based in Bolzano/Bozen, was an actor, director, author, and mountaineer. Known for his films celebrating the Alps, he became a symbol of mountain culture across German-speaking Europe. Similarly, Gustav Thöni, born in Trafoi in 1951, brought South Tyrolean pride to the world stage—not through cinema but through sport. Gold and Glory on the SlopesGustav Thöni remains one of the greatest figures in alpine skiing history. Competing for Italy, he won Olympic gold in the giant slalom and silver in the slalom at the 1972 Sapporo Olympics, silver in the slalom at the 1976 Innsbruck Olympics, and several World Championship titles between 1972 and 1975. A member of the "Valanga Azzurra" (the "Blue Avalanche"), Italy's dominant ski team of the 1970s, Thöni became an emblem of skill, discipline, and style—a combination that continues to inspire.Retro Revival: The Thöni × Trenker CollectionNow, half a century later, Thöni's 1970s style is revived in a new capsule collection created by Luis Trenker and designed by Gionata Malagodi, a long-time designer at the Bolzano-based label. The Thöni × Trenker collection reinterprets the look of classic ski fashion with modern craftsmanship and materials. At its core are knitted sweaters, cardigans, and a quilted vest—the latter filled not with down, but with soft knitted material. One notable detail is the stitched elbow padding, echoing the protective gear worn by slalom racers of the past.The color palette—light blue, navy, red, and cream white—pays homage to the iconic hues of the Valanga Azzurra. Sporty stripes, signature patches, and custom-designed labels underline the mix of nostalgia and innovation. The look is completed with two accessories: a leather belt and a long beanie, a faithful nod to the tight ski caps of the 1970s. A Collaboration Rooted in HeritageThis limited-edition capsule merges alpine tradition, Italian craftsmanship, and a touch of modern minimalism. Both names—Thöni and Trenker—embody the South Tyrolean spirit: grounded in history, yet outward-looking and cosmopolitan.The campaign for the new collection features Gustav Thöni and Luis Trenker founder Michi Klemera, captured in images and a video that showcase their shared enthusiasm for authenticity and style. Image: Gustav Thöni and Michi Klemera wearing sweaters from the Thöni × Trenker Capsule Collection (limited edition)—modern reinterpretations of 1970s ski style with South Tyrolean flair. |