The once-iconic brand Elho will return in October 2024 with the launch of a new Freestyle collection. Known for its bold designs and innovative products in the 1970s and 1990s, Elho disappeared from the market for several decades. Now, the brand is being revived under the direction of Donald Schneider.
Schneider is a renowned creative director and the founder of Donald Schneider Studio, a creative agency specializing in fashion and lifestyle collaborations. Based initially in Paris and now in Berlin, Schneider is credited with pioneering designer collaborations, most notably the Karl Lagerfeld x H&M partnership in 2004. In addition to his work with high-profile brands and celebrities, Schneider acquired the global rights to the legendary Elho brand two years ago. Now, he has revived the brand and is preparing a relaunch with a new collection that he says is aimed at the next generation of outdoor enthusiasts.
The cult brand had already attempted a relaunch in 2020, back then with an Elho 1989 Heritage Collection for the FW season. Simone Pitow, who ran her own consulting company after working as German Country Manager for Ellesse until 2007, was listed as the Managing Director of the brand at the time. After securing the worldwide rights to the brand name, a small team of ski and fashion enthusiasts digitized the cuts from the original 1989 Elho Freestyle ski collection, modified the oversized fit, kept the details and produced the pieces with modern materials. The reintroduction was apparently unsuccessful, mostly likely also due to the outbreak of the Covid-19 pandemic in the same year.
The latest Elho Freestyle collection under Schneider’s direction aims at a younger, more dynamic generation that values high performance and visionary design. The collection includes various products designed for outdoor activities such as skiing, skateboarding and urban exploration. Among the highlights are the Nova performance bomber jacket, made from bio-based materials and designed to withstand extreme weather, and the Angel jet pants, which are wide-cut from the knee to the ankle, suitable for both the slopes and the streets.
In addition to these pieces, the collection features a special collaboration with the estate of Jean-Michel Basquiat, incorporating the artist’s iconic motifs into the designs. This marks the first of several anticipated collaborations that Elho Freestyle will introduce.
Elho’s return to the market reflects a broader trend in the outdoor industry, where brands are increasingly blending functionality with fashion to appeal to consumers who expect their outdoor gear to perform well and look good. With its focus on durability and sustainable materials, Elho Freestyle is positioned to meet the demands of today’s environmentally-conscious consumers.
The Elho Freestyle collection will be available on the brand’s website and through selected retail partners in Germany, Austria and Switzerland starting in early October 2024. This relaunch marks a new chapter for a brand that once set trends in the winter sports world.
The original Elho brand was founded in 1948 by Bavarian master tailor Ludwig Hohenster. He used innovative textile technology to produce elasticated ski pants. The brand was an official sponsor of the 1956 and 1972 Winter Olympics. In 1989, it caused a sensation with its Freestyle ski collection.
