AlpTextyles Stand at Milano Unica 2025
Case study | Salewa
Designing warmth, sustaining landscapes
As part of their activities, the emlyon business school team looked for brands exemplifying the valorization of Alpine textile heritage and local fibers through cross-border collaboration. Another good example is Salewa — the South Tyrolean brand that brings together performance design, local wool economies, and the cultural landscapes of the Alps. By incorporating Villnösser Brillenschaf wool into their technical garments, Salewa supports mountain communities while reimagining alpine textile heritage for the future.
Grown and grazed in the valleys of South Tyrol, the Villnösser Brillenschaf is the region’s oldest sheep breed and an emblem of biodiversity. Once undervalued, its wool is now at the heart of a renewed collaboration between Salewa and local shepherds, whose flocks contribute directly to the brand’s research and development efforts. The wool is spun and transformed close to its source, generating value for farming families and strengthening circular supply chains rooted in territory, tradition, and resilience.
The pieces on display — a wool hoodie, a pair of technical leggings, and a knitted beanie — showcase Salewa’s alpine ethos: fusing natural performance with local sourcing, product durability, and design integrity. In each, the warmth of wool becomes a gesture of care — for the body, for the landscape, and for the cultures that shape both.
©Photo: Courtesy of Salewa
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AlpTextyles Partners
Polo Poschiavo
ZRC SAZU – Research Centre of the Slovenian Academy of Sciences and Arts
emlyon business school
Razvojna agencija Sora
Regione Lombardia
Sistema Moda Italia
BELLISSIMO
Istituto Marangoni
TECHTERA
Stand Montafon
Mediplant
FAU Erlangen-Nürnberg
