10 Years Whatever Man

It’s hard to believe it’s been 10 years, but here we are – 10 years of Whatever Man! What started as a crazy idea during an unforgettable winter in Whistler, Canada, has become much more than just a fashion brand. It’s a lifestyle that has accompanied and connected us ever since: friends, nature, adventure – Live it. Wear it. Share it.

Back in 2014, Micha followed Ivo’s recommendation to Whistler. Two friends, along with many new acquaintances, enjoyed life to the fullest: snowboarding all day, parties all night, and countless unforgettable experiences in between. Later, Jannis and other friends joined the trip and were instantly inspired.

It was about freedom, adventure, and simply celebrating life. And from this very feeling, the idea to create the “Whatever Man lifestyle” was born – a brand that embodies this carefree, adventurous spirit.

Let's start at the beginning… In 2014, still in Whistler, “Whatever Man” & the hand symbol became the first popular stickers in Whistler Village. Between the mountains and backcountry trails of Whistler, the thought emerged: “Let’s create a keepsake and print this first logo on a few pieces of clothing, so we can carry and share the lifestyle.” By November 2014, the first designs and product specs were ready, laying the foundation for the first Whatever Man collection.

With a lot of heart, first drafts, and countless discussions, Whatever Man officially came to life in 2015. At this point, the brand was a collective, and the first trademark for the Whatever Man hand logo – one of the first designs – was registered. This sparked a sticker frenzy that can still be seen in various spots in Ruswil today. The first online shop went live, and it became clear: this was the beginning of something bigger. What started as an idea among a few guys while snowboarding slowly but surely grew into a serious brand.

2016 was a pivotal year, as our label began to reach a broader community. Our story and the Whatever Man lifestyle resonated more and more – with friends, nature, and adventure at its core. We participated in events like Hilljam, had our first stands at Mythenpark, and created our first community collabs, such as Dance Fun and “Guet us Obwalde.” This growing enthusiasm led to our “Family” – adventurers and outdoor enthusiasts who represented our lifestyle. At the same time, we started selling our products through partner stores, laying the foundation for our expansion beyond Ruswil.

A year later, we took the next step: we began producing in Portugal. With a Swiss partner, we ensured sustainable, fair production that met both our high standards and those of our community. From the start, the goal was clear – our products should not only look cool but also be worn with a clear conscience. Ueli, Ivo's brother, supported us by preparing orders and handling shipping.

In 2018, we stepped up our game. More content came from photographers and influencers, and we expanded into stores like Asphalt Store in Lucerne. We continued developing the product range and rebranded ourselves: organic materials, Made in Europe, and Swiss design. Communication increasingly moved online, and in the B2B sector, we created custom hoodies for events like the Freestyle Show in Sörenberg.

In 2019, we took a big leap: we started organizing our production in Portugal independently. With our partner on-site, we took full control, from material selection to final production. Sustainability became even more central – organic cotton, Lyocell, and OEKO-Tex Level 3 certification were key parts of this journey. That year, Ueli officially joined the team, while his brother stepped back.

2020 was an exciting year: we opened our first pop-up store in Ruswil. It wasn’t just a new sales space but a place where we could finally meet our growing community in person. The pop-up was so successful that we decided to open a permanent store in Ruswil the following year.

2021 was also full of milestones. Besides opening our first permanent store in Ruswil, we founded Amped GmbH – our B2B branch offering custom-made clothing for businesses and clubs. It was clear that we didn’t want to limit ourselves to the fashion world – Whatever Man was set to make a mark in the business sector as well. Through Amped, we expanded our ability to create individual designs for companies and teams, and the success quickly followed.

At the end of 2022, we kept moving forward with another pop-up store, this time in Lucerne. It was a fantastic opportunity to introduce our brand to the city and attract new customers to our lifestyle.

In 2023, our expansion continued: in November, we opened our permanent store in Lucerne, this time in collaboration with PIE Freeride Shop. This store is another major milestone in our journey and offers us the chance to spread our products and values further in and around Lucerne.

In 2024, we not only celebrate our 10th anniversary but also the incredible support from our community. Without you – our customers, partners, and friends – this journey would never have been possible.

Today we count:
- 6 core team members in marketing and sales, supported by over 25 amazing people
- A “Family” of 15 members who embody and spread the Whatever Man lifestyle
- Over 20 partner stores across Switzerland
- A B2B customer portfolio of more than 50 clients through Amped.