Since the 19th century St. Moritz has been a capital for good living and the final stop of many a “Grand Tour”. It’s a cradle for luxury hospitality, laid-back refinement and a certain fascination for extreme sports, undertaken here with grace and lightheartedness.
The genius loci and the peculiar attitude that this place inspires—what we call “Spirit of St. Moritz”—have defined our DNA since day one, and still inspire everything we do.
The International Concours of Elegance
The I.C.E. Club is born from The I.C.E. – International Concours of Elegance -, an upscale automotive event taking place every winter on the frozen surface of Lake St. Moritz. An unmissable gathering for the global car collectors élite and attracting tens of thousands of enthusiasts, this event blends automotive, fashion, art, culture, and five-star hospitality in a unique formula.
More than an event, The I.C.E. is a movement appealing to all those who cherish an elegant, “old-world” savoir-vivre.
The I.C.E. Club is the merchandising brand of The I.C.E. St. Moritz.
Born at 1’768 msl—altitude of Lake St. Moritz—it is a cabinet of wonders nurturing the “art de vivre” of a thriving global community gathering around this cult winter event, and inspired by the unique heritage of this iconic alpine destination, its personalities, sports and pastimes.
The I.C.E. Club does not aim at creating new products or innovating materials as a fashion house would. It rather strives to retrieve and edit iconic garments from the past, reproducing them for a modern lifestyle while preserving their “period-correct” references. It chooses traditional materials – wool and cotton as preferred options – and “Made in Italy” craftsmanship, and follows a minimalist, carefully detailed design ethos. The result is pieces that look refined yet sporty, suitable for a casual everyday use. The same approach drives the brand’s storytelling and art direction, always referencing the past in terms of both subjects and aesthetics, and using classic collector cars as a trait d’union.
Elitarian gentlemen's sports
Automotive heritage and flair
The wardrobe of timeless style icons
“The lake and the mountains have become
my landscape, my real world.”
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