Heimat

The word Heimat is a German phrase with no direct translation. Heimat is a place where you feel the most comfortable, a place that evokes a sense of belonging or security. Sometimes Heimat can be just the feeling that's triggered by a smell or a moment of calm you get whilst you do what you love doing. For example, the feeling a surfer has when he is in the ocean or a mountaineer when he reaches the peak. The aim of their clothes is to trigger that same Heimat feeling. They want people to be safe and secure in their garments and feel at home wherever they might be going.