Dä Kultbock


Er ist schön, er ist wild und er ist imposant: Der Steinbock taucht in unseren Kollektionen immer wieder auf. Seine gebogenen Hörner sind symbolträchtig und das flinke Kraftpaket trotzt den widrigsten Umständen. Für uns ist er der Rockstar der Alpen!

He’s handsome, he’s wild and we couldn’t imagine the Swiss Alps without him: The Alpine ibex, the biggest rockstar the Alps have ever seen, is a recurring inspiration for our collections. His magnificent horns have a symbolic edge to them, and we just can’t get enough of him.

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Wir freuen uns, Euch die neue Frühlingkollektion 2016 zu präsentieren!

Mit viel Herzblut haben wir eine Kollektion entworfen, die unsere Liebe zum Detail und unsere Affinität zu modischen Strömungen widerspiegelt, ohne unsere Schweizer Werte wie Qualität und Nachhaltigkeit zu vergessen. Eine Kollektion die mit ihrer Originalität aus der Masse heraussticht. Aber schaut selber, ab sofort ist die Frühlingskollektion in unserem Onlinestore, in unseren +Alprauschläden und bei unseren Händlern erhältlich!

We are very proud to present the new spring 2016 collection!

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Winter is finally approaching and we at Alprausch can’t wait for it to start! Of course, we are ready for the colder temperatures with snow wear, jackets, knits and much more. Our former art director Marcos Perez, who is now a photographer, agreed to come back to us for one day and shoot our winter collection in the Swiss alps.

The results are absolutely stunning – and by the way, there is absolutely no photoshop involved in these pictures. He shot everything with an analog Contax 645 camera with 120mm film! Also, you might be familiar with the models – Julia and Max tagged along, Timmeeh of course too, and Larissa, who is a friend of the family and works at our shop in Zurich from time to time. Everyone was overjoyed to be able to spend a beautiful day in the Alps, and we are already planning our next alpventure…

For more pictures see our lookbook on the website.





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As Timmeeh will be featured quite prominently on our social media platforms next week, we thought we’d introduce you to him properly. He is the company’s sales manager, the Alprausch founder’s son and, as you may have guessed, the perfect in house model.

Always up to something, his role in the company alternates between being the good spirit and playing the poltergeist. In his free time, he loves to repair broken motorcycles and listening to various kinds of rock music. With his extrovert personality and outstanding people skills, he manages to lift anyone’s mood. I think we all agree that TIMMEEH ROCKS!!



Meet Edwin, a family friend and the most avid hiker we know. Because he is so passionate about exploring the Swiss mountains, we named all of our T-shirts from the Summer collection after him. Whenever we need to know something about the Swiss mountains or a hike we’d like to go on, we ask him. Or even better, we consult his blog Edwin wandert (written in German), where he posts about his veritable alpventures.

A few weeks ago, he agreed to take Robin, who is part of the Alprausch family, on a relatively easy hike to the top of the Chaiserstock, which still involved some climbing. For her, it was a
great opportunity to hike not only for the sake of exploring, but to actually reach the the top of a mountain (for the first time!) and gladly for us, she took some pictures along the way. So here’s Edwin’s alpventure, even though for him, this was peanuts. Keep rocking the Alps, Edwin!

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We love to go on alpventures. However, sometimes life can get hectic and you might not find the time to spend a whole weekend somewhere. Enter: camping in your hometown. Setting up your tent near where you live for one night allows you to see your own city from a different perspective, and it feels like a mini-vacation – but without the hassle of having to travel too far.

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