027
wallis

+41
SWITZERLAND

+41
Switzerland

027
Wallis

The Alps are our home. We believe the mountains nourish our passion for alpine endeavors and inspire us to create gear that reflects this spirit.

raised by

The alps

The people behind HAE were born and raised in the Alps and have a deep love for mountain adventure. Their unquenchable appetite for the outdoors and mountain sports led them early on across Europe and around the globe, always in search of fresh powder and encounters with captivating cultures of mountain life.

a twist

of fate

In the winter of 2006, during a six-week snowboarding pilgrimage to Mammoth, California, Mat faced an unexpected hurdle. His massive dreadlocked mane made finding a fitting beanie a near-impossible quest. Sidelined by an early injury, Mat's restless spirit led him to a tiny wool shop in Mammoth. There, he decided to take matters into his own hands, quite literally, by crocheting a beanie that would finally embrace his untamed locks.

When his crew returned from the slopes that evening, they were blown away by Mat's DIY creation and immediately clamored for their own. Back in Switzerland, the excitement continued. Encouraged by the enthusiasm for the first batch of beanies and headbands, Mat bought more wool, and thus, HAE was born.

the spirit

of self-

sufficiency

HAE didn't just solve a personal problem; they ignited a movement. Their unwavering commitment to self-sufficiency has been the bedrock of the brand ever since, reflecting their dedication to authenticity, quality and regional craftsmanship.

reVerence

for the alps

For HAE, the Alps aren't just a playground; they're a way of life. They harbor a deep reverence for the peaks' history, raw beauty, and delicate ecosystem. Their passion extends beyond designing gear and conquering slopes. It’s about the warmth and power of community, an essential principle of the wild mountain lifestyle.

Community

bonds &

Collaboration

In the Alps, relying on others is crucial to overcoming harsh conditions. The success of HAE is a collective effort made by their friends, fans, and athletes they sponsor.

By fostering a tight-knit tribe that embodies the very spirit of the Alps, HAE has nurtured a community of homegrown talent that lives the essence of the brand.

european

supply chain

& sustainable

solutions

The HAE story is a testament to self-reliance and resourcefulness. Born in the Alps, the brand stands for local craftsmanship and innovation. Their entire production supply chain is based in Europe, and they pioneered their sustainable operations 10 years ago, long before sustainably conscious became trendy.

FROM HANDCRAfted

beanies to a full

range

For almost two decades, HAE has grown organically, expanding its range while staying true to its roots: "We believe the mountains nourish our adventurous spirit." Mat and Seb's journey with HAE is living proof of this mantra. Their purpose is crystal clear: to nourish people's lifelong passion for mountain adventures.

championing

local

athletes

They've made it their mission to champion local talent, turning HAE into a launchpad for rising stars of the slopes and peaks.
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From sponsoring bold, up-and-coming athletes who push the limits of what's possible on snow and rock to collaborating with local photographers who capture the raw beauty of alpine landscapes, HAE is committed to nurturing homegrown talent.

storytellers

of the alps

HAE also become patrons of mountain storytellers – writers, filmmakers, and artists who weave the magic of the mountains into their craft. By featuring these local heroes in their campaigns and products, they aren't just building a brand; they're cultivating a vibrant ecosystem of Alpine culture. This grassroots approach ensures that every HAE product carries not just the spirit of the Alps, but the very essence of the people who call these majestic peaks home.

continuing

the adventure

and inspiring

others

Today, HAE continue to do what they love – crafting top-notch, authentic gear that resonates with the wild spirit of the Alps. Through HAE, they inspire others to embrace adventure, toughen up, and soak in the raw beauty of the natural world. It's not just about selling products; it's about cultivating a tribe of mountain enthusiasts ready to conquer new heights and push their limits.

the

essence

of hae

The journey of HAE is a continuous testament to their commitment to the Alps, self-sufficiency, and fostering a passionate community that shares their love for alpine endeavours.

Their values are woven into every aspect of HAE, ensuring that their story is one of authenticity and deep connection to the mountains they call home.