VERSATILE. UnPREDICTABLE. DIFFERENT.


How the brand became what it is today


The history of the Luis Trenker label is no less exciting or spectacular than that of its namesake. It is lined with successes and setbacks, with crazy campaigns and memorable encounters and with elaborate projects and spontaneous solutions. But one thread runs through the entire story from 1995 to today: 
the passion of each person who has had a part in writing it!

1995
The first steps

The Luis Trenker label was founded by brothers Michi and Hansjörg Klemera in Bolzano, Italy, initially in cooperation with the Bavarian leatherwear manufacturer MEINDL. Five years later, they went their own ways and Michi Klemera took over full responsibility for the brand. A one-man show – with plenty of highs and lows!

2006

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.

2009

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.

2010

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.

2012

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.

2013

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.

2014 + 2015

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’).

2016

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.

2017

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.

2018

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.

2019

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.

2020

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.

2021

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.

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