Inspired by the natural forms of the Swiss Alps, exuding simplicity and intricate detailing, FW garments combine ultra-technical fabrics with an understated, minimalist aesthetic. The garment is suitable for use in harsh, wet and icy conditions and it also adapts perfectly to your streetwear look. This emphasis on the urban/alpine duality sets FW apart from other brands. Most high-end outerwear manufacturers prioritize function over fashion, or the reverse, sacrificing quality over style. FW’s progressive commitment to unrivaled 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 with functional minimalism. Our products are effective with critical details, but eliminating superfluous elements,” explains Olivier Gouby, co-founder and director of the FW brand. “FW reflects our contemporary lifestyle. We use relaxed fits and silhouettes that easily alternate between performance outdoor use and street style.
Collectively, the FW team has over 100 years of textile experience. FW’s managers, developers, modellers and designers come from all over the world, from the Alps to the American Rockies, including Japan and New Zealand. The team is made up of skaters, snowboarders, skiers, surfers, hikers, bikers, collaborators, explorers; these individuals have been shaped by the influences of very different cultures, but they are united by an immersion in the richness of outdoor culture. Today, their respective crafts are channeled through everyday life spent in the Alps and a collective vision of how they experience life among the towering, jagged peaks.
Through shared experience, the FW team understands the demands of outerwear on a micro scale: from the benefits of particular fabrics and features to the thoughtful placement of every button, zipper and pocket. Beyond looks, feelings of well-being and high-level performance, 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 be committed to ensuring that its garments meet the highest quality standards.
At FW, quality means durability. In addition to selecting fabrics of superior durability and functionality, FW has used recycled materials wherever 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, reducing disposable consumerism. Additionally, FW joined 1% for the Planet; in partnership with the non-profit organization, FW is committed to donating 1% of all sales to support organizations focused on creating a positive impact on our environment. From the start, FW dedicated Quality and Sustainability Manager Sara Asmoarp, formerly of Volvo, to ensure that FW leads these efforts. FW co-founder Alex Hoye puts it this way: “We simply believe that all brands should embed sustainability and quality from their core, not as CSR add-ons.”