Re-founder Donald Schneider. Image Courtesy of ELHO.
In the 80’s, ELHO was a pioneer for innovative, daring outdoor style and now it is making its relaunch with the renowned Swiss creative director Donald Schneider, who alongside a team of industry specialists from Zürich and Berlin, is bringing back the brand with a visionary new approach.
Donald Schneider already worked with icons like Beyoncé, David Beckham, and Kendall Jenner. In 2004, he made a lasting impact by masterminding the “Karl Lagerfeld x H&M” collaboration, which paved the way for today’s era of designer collaborations.
The ELHO Fall/Winter 2024/2025 collection fuses performance, innovative design, and bio-based materials, capturing the spirit of the freestyle generation. Partnering with freestyle ski champion Andri Ragettli as the brand’s first ambassador, ELHO also introduces the exclusive “Jean-Michel Basquiat x ELHO” Art Capsule Collection, marking its first steps back into the fashion game. Whether on the slopes or in the city, ELHO’s new collection is designed to stand out.
Image Courtesy of ELHO.
Christian Bracht: Donald, what’s your favorite thing to do when you need a break from the fashion world?
Donald Schneider: Funny question, because I came to Berlin to take a break from the fashion world. Before that, I was in Paris for over 15 years, and before that in New York. For me, Berlin is not a fashion city, but a place where raw creativity is born, a place that is not so commercial.
CB: You have worked with many big names in the fashion world. What sparked your passion for fashion and creativity?
DS: I grew up in Switzerland, studied graphic design and after a short time went into advertising in New York. Even as a teenager, I had a subscription to Interview magazine. New York was the place I always wanted to go. I first went there for a vacation, but I liked it so much that I decided to give it all up and move there.
CB: The 80s in New York must have been an exciting time.
DS: It was incredible, but not what I had imagined. I thought I would arrive as a Swiss graphic designer and everyone would hire me straight away. Instead, I worked in a nightclub called “AREA”, which was crazier than Studio 54. Once a month we would completely remodel the club and when it opened there were 1000 New Yorkers there, including Madonna and Andy Warhol.
Image Courtesy of ELHO.
CB: How does Berlin influence your creative process?
DS: Berlin attracts creative people from all over the world. It’s a city where many ideas are born. I really like the nightlife, the music scene and the energy.
CB: You have initiated groundbreaking projects such as the collaboration between Karl Lagerfeld and H&M. What made you the creative director you are today?
DS: I don’t really like the word “creative director” because it doesn’t mean much. Art director describes my work better. I’m interested in combining things differently and seeing things differently. The breakthrough was certainly my long time as Directeur Artistique at French Vogue. And then, of course, the collaboration with Karl Lagerfeld for H&M, the first major global designer collaboration.
CB: Now, you have revived the ELHO brand. What inspires you about this brand?
DS: ELHO was a cool, young brand in the ski sector in the 80s and 90s. I always thought it was an American brand. When the opportunity came to acquire the brand rights, I couldn’t say no. I’m very interested in outdoor clothing, especially in connection with fashion and performance.
CB: How are you transferring ELHO’s heritage into modern times?
DS: We want to keep the spirit of the brand, but interpret it in a completely new way. The special thing about ELHO was that they were always one step ahead. This philosophy inspires us.
Image Courtesy of ELHO.
CB: You work with bio-based materials. What are the biggest challenges here?
DS: Sustainability is a complex issue. We work with a great product development team in Switzerland, which has led us to use new materials, as the younger generation no longer wants plastics.
CB: Andri Ragettli, a freestyle athlete, is part of your brand. What does that mean for you?
DS: Andri is the most decorated freestyle ski athlete and a perfect fit for us. After we met, he decided to join us, even though he had much more lucrative offers. This shows that it’s not just about the money, but about a shared vision.
CB: You have also attracted international attention, e.g. from Rihanna.
DS: Yes, that was a funny story. Her manager saw our Jean-Michel-Basquiat x ELHO collection and showed it to her; she immediately wanted samples. Although we actually needed them urgently, we sent them over because Rihanna wanted to see them. You can’t say no to that.
Brand’s first ambassador freestyle ski champion Andri Ragettli wearing a jacket from the „Jean-Michel Basquiat x ELHO“ Art Capsule Collection. Image Courtesy of ELHO.
CB: What visual elements from the past did you really want to keep?
DS: Most ski jackets look the same for many years: Long, a little bulky, gray, black, blue. We wanted to change that. Our aim is for our clothing to look cool not only in the mountains, but also in the city.
CB: How important are collaborations for ELHO?
DS: Collaborations are an important part of ELHO. In the beginning, we didn’t want to collaborate with a fashion designer, but opted for an art element – a reference to Basquiat, who also spent a lot of time in Switzerland.
CB: How important is the German-speaking market for your success?
DS: We are launching in Germany, Austria, Switzerland and Italy, but ELHO is set to become a global brand. We don’t want to expand too quickly, but rather concentrate on the DACH region and then grow gradually.
CB: What is your strategy for the retail sector?
DS: We are focusing on our own online store, which launches on October 1, and at the same time we have a select range of stationary retailers in the DACH region.
Image Courtesy of ELHO.
CB: What is your strategy for the retail sector?
DS: We are focusing on our own online store, which launches on October 1, and at the same time we have a select range of stationary retailers in the DACH region.
CB: The Nova Performance bomber jacket is your key piece. What makes it special?
DS: We wanted to create a new must-have jacket that works both in the mountains and in the city. The bomber jacket has all the technical features for skiers, but also looks cool in the city. The version for women is called Nova, for men Phantom.
CB: Finally, what can we expect from ELHO in the future?
DS: We never get bored. We have lots of ideas and are passionate about what we do. Our aim is to get young people in particular excited about our brand.
Andri Ragettli wearing the Nova Performance bomber jacket. Image Courtesy of ELHO.
You can listen to the entire conversation in our podcast SLEEK Talks here.