A broad glare of light in the darkness of the galaxy. In the red, lunar dust three cosmonauts are posing in neon-colored outfits. The design is oversized and unmistakable: elho. For two decades, the brand has been absent from the markets. Now it is coming back. On board: The new elho 1989 Heritage Collection. 15 items for the slopes and for the street are now available as a limited edition. All items can be purchased on planet earth.
In the 1980s, the elho Freestyle Collection caused an unprecedented hype on international slopes. A small team of ski and fashion enthousiasts has secured the worldwide rights and got the mission “brand relaunch“ started. The original cuts were carefully digitized. Fit, materials and finish were optimized and adapted to the needs of today. The character of the originals was maintained in order to capture the beaming energy of the 1989 collection.
Retro style with no compromises in terms of performance
Elho doesn’t do retro. elho is heritage: The oversized fits of the original 1989 cuts were modified. The textile engineering was adapted to today’s skiing needs. The authentic 80s’ details were maintained: pleated pants, double-row decorative stitching, double stand-up collar with contrasting colors, prominent logo appliqués. A lot of function which only reveals itself at second glance, bright neon colors, flashy styles: elho is the new fashion ambassodor on the slopes. The product names, by the way, come right from the past. The elho design crew dug them out of old ads and brochures – and labelled the skisuit „Les Gets“ and the beanie „La Grave“.
The return of the skisuit
Talking of skisuits: The new elho ski overall is the masterpiece of the heritage collection – reinterpreted and technically optimised. The result is a stylish homage to the past with qualities skiers will appreciate: waterproof, windproof, breathable, super comfy and perfectly fitted. The skisuit is available for men and women. It offers look and feel from the 80s in a state-of-the-art skisuit which will never fail its wearer on the slope.
Worldwide rights and stepwise brand extension
For the brand relaunch a limited edition of 15 items – ski apparel as well as street fashion – is brought to market. elho Corporation owns the worldwide rights to the brand. If earthlings of the 21st century like the heritage collection, the brand will be extended step by step. The potential is huge: People who remember elho, most likely remember the elho Freestyle collection of the wild 80s. Few know that the brand has an impressive history: Founded in 1948. First patented Jet Pants. First down collection in the German market. Official sponsor of two Olympic Winter Games.
Part Two of the elho story has begun. The lunar adventure is just the prologue. Soon, the protagonists will have their grand entrance: The designs from outer space will be ready for fitting. The galactic photo shoot, by the way, took place in rather earthly realms: a gravel pit. The pictures are still spectacular.
elho Corporation was founded in 2019 and owns the worldwide rights to the sports and fashion label “Elho”. In September 2020 the brand was relaunched. elho Corporation is headquartered in Cologne, Germany.