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Kings of the mountain

Mike MacEacheran,

Combining street fashion with winter chic, Alprausch has long been Switzerland’s premier snow sport and outdoor lifestyle label. But its concern for fashion goes way beyond fluorescent boarder trousers and wrap-around ski goggles. With a flagship store on St Moritz’s Via Maistra, one of the world’s most expensive retail strips, Alprausch holds its own among the international marques on the same street. It’s a definite statement of designer intent if nothing else. This season’s look is part Canadian lumberjack, part Siberian war veteran.

Alprausch, Via Maistra 21, 7500 St Moritz, +41 (0)81 911 3621



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