VERSATILE. UNPREDICTABLE. DIFFERENT.
How the brand became what it is today
First collaborations
Luis Trenker begins a collaboration with Land Rover, presenting a concept edition of the Land Rover Defender in the Luis Trenker look.
The same year the label launches its first ski collection, and builds important contacts with the sports world through two outfitting projects.
The Brazilian winter sports team is dressed Trenker-style for the Winter Olympics in Turin, as are the German alpine skiing team for the Paralympics, also held in Turin.
First hotel and
charity projects
By selling a Luis Trenker teddy bear, Michi Klemera supports the South Tyrol branch of Doctors without Borders. That same year, the Luis Trenker Health Post is opened in Wolisso, Ethiopia, in cooperation with the association “South Tyrolean Doctors for the World” to care for disadvantaged locals and children.
The brand enters the hotel business for the first time when it presents a Luis Trenker hotel suite concept in collaboration with Italian hotel outfitting specialist OltreMoDo and a special design of infrared cabin in cooperation with Physiotherm. The high point is the opening of the Priesteregg mountain village in Leogang, Salzburg, Austria, with the first Luis Trenker chalet, and a year later, the creation of a Luis Trenker suite at the Hotel Kronthaler on Lake Achen in Tyrol.
Suites, chalets and shops:
the momentum builds!
The first Luis Trenker online shop is launched. The new shop-in-shop is opened at Sport Mitterer in Leogang, Salzburg, while the first Luis Trenker chalet opens in the village of St Anton am Arlberg. A further hotel suite is designed in Luis Trenker style at the Hotel Kronthaler on Lake Achen. A year on, the fourth Luis Trenker suite is already opening at the Hotel zum Rosenbaum, Nals. Also in 2011, the Luis Trenker shop in Keitum on the island of Sylt and the new shop-in-shop at Oberpollinger in Munich were both opened.
A fashion show at
a lofty height
Luis Trenker moves to new company offices in the north tower of the Salewa headquarters in Bolzano.
What is now the fifth Luis Trenker suite opens in the four-star superior Hotel Alpin Juwel in Saalbach Hinterglemm in the Salzburg region.
With an extraordinary photo-shoot, Luis Trenker hosts perhaps the highest fashion show in the world – on the summit of the Ortler at an altitude of almost 4000 metres.
Outdoor adventure, Trenker style
The Luis Trenker BERG outdoor collection celebrates its premiere at ISPO Vision in Munich – and so does the Range Rover Sport Fashion Edition in its unmistakable Luis Trenker look. The sixth Luis Trenker shop also opens at Davos in Switzerland.
Double-decker, personal care and a golden roof!
Luis Trenker launches an own-brand range of care products, offered in selected hotels, and opens a further hotel shop at Fiss in Tyrol.
With a double-decker trade fair stand styled like an old-fashioned Alpine sports shop, Luis Trenker again creates a sensation at ISPO in Munich. Two other highlights stand out this year: the launch of a website with an entirely new look and the opening of a monobrand store in Innsbruck, just 50 metres from the Goldenes Dachl (‘Golden Roof’).
In bed with Luis Trenker and on tour with Frei.Wild
In cooperation with the Daunenstep company, Luis Trenker designs his first bed linen. The Luis Trenker website is awarded 3rd place by the Austrian Chamber of Commerce for the ‘Best Homepage 2016’. Over the Christmas period a Luis Trenker pop-up shop appears in Augsburg. Together with Bolzano-based PRIMA, Luis Trenker develops an own-brand hotel cosmetics line. For its Almhütten tour, South Tyrolean band Frei.Wild is outfitted by Luis Trenker.
Fun on the slopes, Reinhold Messner and a spicy cheese
The fourth Luis Trenker is opened in the heart of Vienna. Luis Trenker enters into a partnership with German company Kässbohrer and brands a Pistenbully 600 snow-grooming machine for use in photo shoots, world championships and a variety of skiing areas. Wagner Living launches a Luis Trenker restaurant chair and an easy chair, while South Tyrolean company MILA produces the first Luis Trenker cheese. The FIS Ski World Cup Committee in Gröden chooses a Luis Trenker outfit; mountaineering legend Reinhold Messner collaborates with the label to offer a motivation evening at Schloss Sigmundskron on the theme of MOVING MOUNTAINS. Luis Trenker and four enthusiastic pilots cooperate on branding an Antonov AN2 aircraft from the 1970s.
From Berlin to Korea and back to the Alps
Luis Trenker wins the German Brand Award: Digital Brand Of The Year 2018 and a special mention in the Web & Mobile category. The Luis Trenker shop in Merano opens, as do shops in Seefeld and Zürich. Luis Trenker dresses the Nations Village team at the Olympic Games in South Korea and outfits the Friends of the Games lounge. Luis Trenker is the first in the world to brand a cable car. The Alpine Lifestyle Express starts running between Bolzano and Kohlern.
Dressing champions and following Mozart's footsteps
Luis Trenker becomes a SILVER PARTNER to the Biathlon World Cup in Antholz and provides uniforms for the organising committee. The label also succeeds in hooking biathlete Dominik Windisch, winner of the World Champion title at Antholz, and becomes his official outdoor clothing outfitter. Shortly afterwards, successful biathlete Lukas Hofer is also dressing in Trenker style. Luis Trenker opens a new store in Salzburg.
Reckon Thomas Gottschalk is a Trenker fan?
In February the Biathlon World Championship in Antholz crowns the partnership with the Biathlon Antholz team – including outfits and own-designed fan shirts for Dominik Windisch and Lukas Hofer. Luis Trenker celebrates two new openings: alpine Spirit in Schladming, Austria starts trading in July, followed in August by a new pop-up outlet in Landquart, Switzerland.
A long-standing fan, German TV entertainer Thomas Gottschalk, is photographed with his own look in the Luis Trenker collection and becomes the new face of the brand. At the relaunch of the Luis Trenker corporate identity, the new claim ‘A part of me’, is imprinted in the memory.
An anniversary. Two awards. Three new stores
The brand celebrates 25 years of existence with an anniversary film, in which Michi looks back over a quarter of a century of highs and lows, fleeting encounters and abiding friendships, moving moments and unforgettable projects. Luis Trenker wins two International Creative Media Awards (ICMA): the gold award in the ‘Customer magazines B2B print’ category and silver in the ‘Print catalogues B2C’ category. Together with the move of the Salzburg store to a better location, absolute highlights of the year were the opening of the shop at Fünf Höfe, Munich and the flagship store in the Palais Campofranco in Bolzano.
A part of me
Luis Trenker's corporate identity has undergone a significant change: Using the English claim "A part of me" expresses the brand's identity and at the same time represents an important step towards internationalisation.
International trade fair participation is essential for increasing brand awareness beyond the Alpine region: Luis Trenker is again prominently represented with its own stand twice a year at the Pitti Immagine Uomo in Florence, the fashion fair par excellence.
With over 70% of women in the company, Luis Trenker is particularly keen to promote women in all areas. That is why we have set an example for more "girl power" by dressing the SSV Brixen women's handball team.
The Luis Trenker Style Night, which took place in the magnificent Schloss Leopoldskron in Salzburg in June, heralded the start of summer: around 200 invited guests were able to admire the 2023 summer collection in a unique setting.
Luis Trenker seeks lake views
Due to the increasing importance of online retail and the rapid growth that Luis Trenker is experiencing in this sector, a new website is launched, along with a new online shop that has many new functions and enables an intuitive, relaxed shopping experience.
This year, Luis Trenker is caught by mesmerizing lake views, as the brand is opening its own store on three locations at lakes: In Berchtesgaden on Lake Königssee, in Rottach-Egern on Lake Tegernsee and in Peschiera on Lake Garda.
This autumn is marked by football fever and a new partnership of great importance: Luis Trenker becomes the Official Fashion Partner of the professional football club FC Südtirol and dresses the club's players and coaches in a casual outfit, which they will wear before every match and at all official events from now on.
The Alpine Premium Club
With the launch of the Alpine Premium Club, Luis Trenker is honouring the exclusivity of the brand and rewarding loyal customers with special benefits.
Luis Trenker's retail network continues to grow at record speed: two important store openings are once again on the agenda to drive the brand's expansion forward. The establishment of the shops in Ortisei, known as the birthplace of Luis Trenker, and in the town of Brunico, Val Pusteria, mark important milestones in further consolidating the brand in familiar territory.
luis.trenker Designed to outlast seasons and trends. Our #patchwork styles carry the beauty of true #craftsmanship – made with care, worn with character, and created to stay. Paired with the infinity bracelet by our partner @tirolergoldschmied, a subtle symbol of lasting values and timeless connection. #luistrenker #partofme #trenkerstyle
1 day ago • View on Instagram
luis.trenker A statement piece shaped by true craftsmanship: each patch is carefully placed and sewn by hand, creating a blazer that is as individual as the person wearing it. With its refined mix of Italian linen-cotton fabrics, this #patchwork design brings together texture, colour and character in a distinctly Luis Trenker way. For her. For him. For those who appreciate the art in every detail. #luistrenker #partofme #trenkerstyle
2 days ago • View on Instagram
luis.trenker Some experiences stay with you long after the walk is over. The Luis Trenker Outdoor Experience is more than a guided hike through the beauty of Val Gardena – it is a journey into the world that shaped Luis Trenker himself. From forest paths and mountain views to stories of courage, curiosity and Alpine spirit, every step brings you closer to the roots of our brand. A day for those who love nature, character and moments that feel truly authentic. Come along, breathe in the mountains, and discover Luis Trenker where it all began. #luistrenker #partofme #trenkerstyle
4 days ago • View on Instagram
luis.trenker Einzelstück – a word that says more than “one of a kind”. It’s a little reminder that style is never about fitting in, but about carrying your own character with confidence. Made for those who don’t follow every trend, but choose pieces with personality, ease and a story of their own. #luistrenker #partofme #trenkerstyle
5 days ago • View on Instagram
luis.trenker Texture you can almost feel through the screen. This striped blazer and dress are crafted from pure cotton #jersey with a delicate honeycomb structure, reminiscent of #crochet – soft, breathable and full of character. A summer look that feels light on the skin, yet perfectly put together. #luistrenker #partofme #trenkerstyle
6 days ago • View on Instagram
luis.trenker Summer begins in the little moments: the warmth of the evening sun, the ease of bare legs, the quiet confidence of a look that feels just right. Our summer collection captures that feeling – light, effortless and full of character, with distinctive pieces made to move through the season with you. #luistrenker #partofme #trenkerstyle
7 days ago • View on Instagram
