Heute: De Chlapf. Ein Schweizerdeutsches Wort  mit vielen Bedeutungen: Ohrfeige, Knall, Alkoholrausch, altes Auto. Und wie hängen all diese Sachen nun zusammen?

Today: Chlapf. A „chlapf“ can mean many things in Swiss German: a slap in the face, an old car, or even drunkenness. 

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Meet Nicole Hunziker


Nicole Hunziker ist eine begnadete Schweizer Naturfotografin, die ihre freie Zeit am liebsten in den Bergen verbringt. Ihre Leidenschaft für die Natur ist in ihren Bildern fast greifbar – deshalb wollten wir unbedingt etwas mit ihr zusammen machen. Zu unserer Freude hat sie eingewilligt – und übernimmt dieses Wochenende sogar unseren Instagram-Account!

Nicole Hunziker is an amazingly talented nature photographer based in Switzerland. You can feel her passion for nature in her pictures – she’s out and about exploring the Swiss Alps whenever possible. We love her photography so much, we absolutely wanted to feature her. And guess what, she’s even taking over our instagram account right this minute! Check it out!

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Alpventure mit Lukas Furlan!


Je länger je mehr ist die Entwicklung einer neuen Outdoor-Bewegung zu beobachten. Auch junge Leute, die aus der Stadt kommen, fühlen sich von der Natur und schönen Landschaften angezogen. Ihr Ziel ist es ein Abenteuer zu erleben und die Natur neu zu entdecken. Wandern ist zu einer Kult-Sportart geworden. Oft werden diese Abenteuer durch Fotos dokumentiert, was sich vor allem auf den diversen sozialen Netzwerken zeigt.

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Es ist wieder so weit: Diesen Sonntag veranstaltet Alprausch seinen legendären Guetzli-Contest! Von 12:00 bis 17:00 werden unsere Guetzli Kunstwerke im Alprausch-Shop Zürich ausgestellt, und eine Jury entscheidet, wer der diesjährige Gewinner wird.

Kommt vorbei und bestaunt unsere Kreationen (für unsere Gäste gibts nebst Glühwein natürlich auch Guetzli), und wer gleich noch seine Weihnachtseinkäufe erledigen möchte, profitiert von 10% aufs ganze Sortiment. Und es kommt noch besser: Wem es gelingt, den Gewinner  zu erraten, gewinnt selber mit etwas Glück einen Alprausch-Gutschein  im Wert von 100.- sFr!

Wir freuen uns auf euch!

Sonntag, 29.11.2015, 12:00-17:00
Alprausch-Shop Zürich
Werdmühleplatz 4, 8001 Zürich

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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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ALPRAUSCH-AUTUMN-2015-30We’d like to introduce a new series called ‘My Favourite Alprausch Style’ on all our social media platforms, as sometimes brands can be very anonymous. We would like to change that and introduce you to the people who make Alprausch happen, along with their favourite pieces of the season.

People usually don’t believe us when we say that we are just a small number of people, 4 of whom are related ( i.e. Alprausch’s founders Andy and Nicole and their children) and the rest of whom we’ve sometimes known for their whole life. This is true, for example, of Roman, our male model from the Fall 2015 campaign which we have been posting in the last few days. He didn’t only model for us (the reason for which is self-explanatory – look at those eyes!), but he also worked for us on various occasions.

The Alprausch founders have known him since he was a baby, as he is the son of their former room mates, and he was actually born while they were still living in the same apartment. In this picture, Roman is wearing his favourite autumn piece  – the Öpfel Willhelm in blue, which of course matches his eyes perfectly.

Which one is your favourite Alprausch piece of the season? Let us know on Facebook and Instagram by tagging us in your photo or hashtagging it using #alprausch to get reposted!

To shop the style and more, visit our stores or our online shop!

Alpventure Ebenalp


Now that it’s finally spring, we get to go on alpventures again! Most recently, we went to Ebenalp, where there’s a wonderful hike and breathtaking vistas. We highly recommend this hike – at least, once most of the snow has melted…


We started our journey in Wasserauen and took a cable car to Ebenalp. There are loads of possibilities there – a lot of people choose  to do a little climbing session on the rocks, and there are wonderful caves to explore – one in particular, which will lead to a century-old restaurant built into the stone wall.



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