The origins: 1935
It all began on July 8, 1935, in Munich. Josef Liebhart, director of the saddlers’ and upholsterers’ cooperative, founded a new structure for leather craftsmen.
He named it Salewa, a contraction of Sa (Sattler – saddler), Le (Leder – leather) and Wa (Waren – goods).
At the time, no one could imagine that this small company would become one of the biggest names in mountaineering.
Post-war: new horizons
After the war and the currency reform of 1948, Salewa started up again.
The brand diversifies its catalog: Agfa photo cases, leather soccer balls, motorcycle bags and even hazelwood ski poles, which account for a large part of sales.
The foundations have been laid for multisport expertise.
The first expeditions: 1955
In 1955, Salewa became a legend with the design of a special backpack for the Andean expedition of Hermann Huber, future director of the brand.
This was the start of a long history of innovation for mountaineers.
Technical innovations: the 1960s
In the 1960s, Salewa revolutionized mountain equipment.
The brand launches the Classic studs, light and adjustable, still a flagship product today.
It also invented the tubular ice screw, which became a world standard.
Salewa is a pioneer in alpine sports.
A strong symbol: the eagle (1979)
In 1979, Salewa adopted its iconic eagle logo.
A symbol of freedom, power and performance, it became the brand’s hallmark.
The same year saw the launch of the Sierra igloo tent, confirming the company’s determination to expand its range.
1980s: collaborations and exploration
The brand collaborates with legendary figures such as Reinhold Messner and Kurt Albert.
The expeditions became laboratories of innovation, even if they also suffered tragedies, such as the death of Siegfried Messner in 1985.
New era: Oberalp Group (1990)
In 1990, Salewa was acquired by Heiner Oberrauch and joined the Oberalp group.
The headquarters moved to Bolzano, in the heart of the Dolomites, a symbolic location that perfectly embodies the brand’s Alpine identity.
Lightweight and high-performance
In the 1990s and 2000s, Salewa focused on a single objective: half weight – double resistance.
The Helium helmet (1994), the lightest helmet on the market at the time of its launch, is a perfect illustration.
Iconic products such as the Sub 33 carabiner and the Ultra Jacket follow.
A global brand
Salewa continues to expand, with the opening of its first store in Italy (2002), subsidiaries in France and Spain (2003), the launch of a footwear range (2005), and a presence in the United States (2007).
In Asia, Korea is becoming a key market with dozens of boutiques.
A headquarters for community service (2011)
In 2011, Salewa inaugurates a new headquarters in Bolzano: an innovative facility combining offices, warehouse and a world-class climbing gym.
An architectural and sporting manifesto.
Renewed identity and sustainability
In 2014, Salewa reinvents itself: new logo, new identity, and a presence in over 30 countries and 2,500 stores.
The brand is also committed to a sustainable future: Tirolwool® Responsive wool (2017), Alpine Hemp (2018), and the Salewa Committed label (2022) guaranteeing more environmentally-friendly products.
Salewa today
In 2024, with the WE_AR* NATURE campaign, Salewa is reinforcing its message: “Wear Nature, We are Nature”.
The collections combine natural materials, innovative design and Alpine inspiration.
Still guided by the eagle, the brand continues to fly high, between tradition and modernity, to equip mountain enthusiasts the world over.
