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Launched in 1989 by Willy Bogner, FIRE+ICE began as a dynamic, youth-focused extension of the German luxury sportswear house, Bogner. Inspired by the energetic spirit of Bogner's legendary 1986 ski film, *Fire and Ice*, the brand translated the movie's blend of action and style into a collection of high-performance apparel. FIRE+ICE was created to serve a new generation of snow enthusiasts who demanded both technical function for freeriding and a bold, contemporary look that transitions from the mountain to urban life. The collections are built around functional sportswear, including technical ski jackets, versatile pants, and performance base layers for winter, alongside pieces for summer activities like hiking and cycling.
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