This year sees the comeback of Elho. The German ski- and sportswear brand, founded in Munich in 1948, had its heydays in the ’80s, when its neon colored items were a must have on the slopes (and basically every schoolyard). Then the hype faded, and for two decades the brand had completely disappeared from the market.
Elho Freestyle was a hype brand in the late ’80s
In 2019 the team behind newly founded Elho AG, headquartered in Cologne, took over the worldwide rights of Elho. Since September the brand is available again in Germany, Austria and Switzerland via its own web shop. As Ulrich Hautzel, member of Elho’s management board announces, “a gradual expansion of the brand is planned”.
Limited edition fleece jacket by Elho
The new collection for men and women consists of the lines “Moon” and “Heritage”: While “Moon” shows contemporary sportswear pieces including hoodies, t-shirts and jackets, the Elho 1989 “Heritage Collection” presents 15 items for slope and street in a limited edition, inspired by the legendary ‘80s looks, but also by Elho’s past in the ‘60s and ‘70s.
Elho jacket, Heritage line
The oversized cuts from original Elho outfits from 1989 have been modified and technically adapted to today’s standards, 80’s details were adopted: ski pants have pleats; there are double decorative seams, double collars with contrasting colors and logo placements. Highlight of the Heritage collection is an overall: an homage to the past, yet featuring waterproof, windproof and breathable material.
Retail prices range between €30 for T-shirts, €80 for hoodies from the Moon collection and €350 for limited edition jackets of the Heritage collection. The ‘famous’ ski overall costs €450.
Elho back in the late ’60s
Hautzel sees loads of potential in the relaunch: “Those who know Elho from back then will be familiar above all with the Elho Freestyle collections from the wild ‘80s. Very few people know that the brand has an impressive history: it was founded in 1948, has the patent for the first Jet Pants, it launched the first down collection on the German market, and was twice official supplier of Olympic Winter Games”.