+ALPRAUSCH a story of a unique tribe based in Zurich, Switzerland, who have created a line of clothing outerwear and accessories with a style that dares to combine classic Swiss tradition, with modern street and snow culture. What started as a local Swiss project in 2000, +Alprausch has slowly spread into a global phenomenon. Though the company has matured internally, we run by the same philosophy and principles we started with. It is our true intention to share with the world all of the things that make our everyday lives so special.
Enjoying a sharp contrast to other brands, fans are reminded every season that, +Alprausch is a family of people not willing to give in to fashion dictated by the masses. Creativity, style, fit and function, these are attributes that we feel make clothing special. By working with our own ideals and style, we have created a line of clothing that is often times viewed as somewhat 'against the grain'. By embedding positive Swiss ideals into inspirational styles, we offer a concept and a story to people who posses originality and the need to live and dress apart from the rest.