Verbier-based brand FW has this week debuted its inaugural collection of performance base-layers, midlayers and highly technical, waterproof-breathable outerwear designed for snowboarders, skiers and mountain enthusiasts of all genres.
FW, pronounced “forward,” makes Gear for Alpine Living, wherever you are. Drawing inspiration from the Swiss Alps’ natural forms, FW create garments that combine ultra-technical fabrics with an understated, minimalist aesthetic. This collection contains a variety of pieces, from urban leisurewear to high-quality jackets.
From the Alps, to the Rockies, Japan and New Zealand, FW have brought together a team with over 100 years of textiles experience to create their first ever collection.
These garments are defined by their extraordinary versatility; premium quality and proven performance; and forward-thinking, environmental construction. Fit for use in harsh, wet, freezing-cold conditions as well as styling seamlessly into your streetwear look, these are items that would be a staple of any winter sports fan’s wardrobe, with an urban/alpine duality that sets them apart from other brands.
Reflecting years of exhaustive research, FW does not fall into the trap of prioritising function or fashion, or vice versa.
“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.”
However, beyond style, comfort and performance, an intimate aspect of the FW team’s experience is the desire to preserve the natural environment for all to enjoy. Hence, FW have made a commitment to ensure its garments always meet the highest standards of quality and at FW, quality is sustainability.
In addition to selecting fabrics of premium durability and function, FW use 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 organisations 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, demonstrating their commitment.
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.”
We’re absolutely loving this inaugural collection and can’t wait to see what comes next from this impressively forward-thinking brand.
For more information, head to fwapparel.com