With the fourth season of the cult series Tschugger, HAE and Tschugger present an exclusive collection that goes far beyond simple fan articles. The collaboration between the HAE and Tschugger brands creates a homage to the Valais - humorous and with a lot of attention to the small details. Let's take a look at the collection and its meaning, which goes far beyond the design.
1. Common roots in Valais
HAE and Tschugger not only share the same origins, but also a deep connection to Alpine culture and the Valais way of life. The collection includes a few "normal" fan items as well as a few insider jokes and makes them tangible for real fans and locals - be it partly through the unmistakable Valais dialect on the products or the use of insider jokes that sum up the local humor and mentality. The A3-format wall calendar is a prime example of this: with pictures from all seasons, it combines nostalgic moments and the unique charm of the Valais. The discreet dates and high-quality individual pages simultaneously make the calendar a poster that tells the story of Tschugger .
2. Strengthening the sense of community
The HAE founders and Tschugger creator David Constantin have been friends since high school, and this is reflected in the entire collection. What has been created here is not a commercial collaboration, but a project that comes from the heart and reflects the connection the three have to their Valais homeland and to each other. This is the spirit that makes this collection so authentic and strengthens the feeling of the local community. For Mat and Seb, it was always clear that pure logo stories certainly work best. But it was always extremely important to them to really create a collection that does justice to the uniqueness of the series. This collection is an invitation to everyone who loves and appreciates the region and its characters - and it expresses that HAE is more than just a brand: HAE is a family that has grown and is constantly growing through shared experiences, creative projects and local partnerships.
3. Appropriate humor and down-to-earthness
The subtle but fine humor that made the Tschugger series so popular also runs through the collection. Products like the Tomba La Bomba shirt pick up scenes from the series that are only known to the most attentive viewers - like the story that the Italian ski star once allegedly drove his Ferrari through the car-free Saas-Fee to get to the lift. This humorous and self-ironic tone from Tschugger fits perfectly with HAE, which sees itself as a high-quality, but at the same time down-to-earth and approachable brand. The collection appeals to people who love alpine quality and still appreciate a relaxed, humorous style.
4. Symbolic addition to the spirit of adventure
The Tschugger series may not be an adventure in the classic sense, but the lives of the characters around Bax Schmidhalter embody the alpine fighting spirit, the down-to-earth attitude and the challenges that are also at the core of the HAE philosophy. The specially designed belt in this collection is reminiscent of Bax's heroic deeds and symbolizes the balance between risk and down-to-earthness - a theme that has always accompanied HAE. Life in the mountains demands courage, determination and flexibility on a daily basis, values that are celebrated in this collection not only as a tribute to the series, but also to the "inventor" David Constantin and the region. In retrospect, it is clear that a series like this triggers such a success. But we know how much energy David and his colleagues put into this project years before the premiere of the first season. They invested an incredible amount of time, suffered many setbacks, always believed in their project, sometimes even financing scenes and trailers for the next pitch without financial support. When we think back to all of this, we get a bit of a sigh of relief as we write these lines. David and his friends have shown a lot of perseverance, courage and determination and they simply deserve it and we at HAE are extremely proud of them and everything they have done for our region and also for HAE - big up!
David Constantin in the HAE office before the start of the very first season. - None of us would have thought that Tschugger would be so successful.
A must-have for real Tschugger fans and lovers of Valais culture
This collection is a declaration of love for the Valais and an absolute must-have for anyone who carries the humor, culture and spirit of adventure of the Alps within them. The A3 calendar, the Tomba La Bomba shirt and the Bax belt are more than just products - they tell stories and invite you to be part of this unique Alpine world. The entire collection was created with a lot of heart and attention to detail , and you can feel that in every single piece. It shows that true passion, local ties and a touch of humor make a brand unmistakable. They also show that you simply have to watch the series several times to really recognize the depth of Tschugger .
For HAE fans and Tschugger enthusiasts, this collection is a unique opportunity to celebrate the alpine heritage of Valais in style and with a wink.
