Panter&Tourron
[About]017 AYAQ
AYAQ
2020
AYAQ is a Swiss alpine performance brand specialising in conscious skiwear garments designed for outdoor adventure.
Panter&Tourron was involved from the creation of the brand, helping define its strategic direction, visual identity, and product language. The studio led the creative direction, including brand strategy, visual development, branding, and art direction, while also designing the first apparel collections and accessories.
The project was shaped around a different relationship with the mountain: one based on connection rather than competition. This vision informed the development of technical garments conceived for ski touring and demanding alpine conditions, combining uncompromising performance with a conscious approach to material impact.
Working closely with AYAQ, the founders, and selected suppliers, Panter&Tourron contributed to the research and selection of advanced sustainable materials. Among the first pieces developed was the award-winning Forno Jacket, made from 100% recycled and recyclable synthetic insulating fabrics and fibres. Designed to be removed within seconds, even under another technical layer, the jacket uses a magnet-based closure system to minimise thermal loss when adapting to changing conditions.
Driven by timeless minimalism, material innovation, and leading-edge craftsmanship, AYAQ reflects a commitment to reducing environmental impact while preserving performance, durability, and ethical responsibility.
Credits
- Apparel Design
- Panter&Tourron
- Project Assistant
- Victor Moynier
- Photography
- Jagoda Wisniewska, Courtesy of Ayaq