ICONIC SINCE 1941 – Happy Birthday CALIDA!
Looking back at everything we’ve achieved, we feel very proud. Looking ahead, we can see that we’re on the right track – and always have been. A new year has begun – and for us, it’s a very special one. We’re celebrating our 80th birthday with a huge YELLOWBRATION. And we’re not the only ones who think 2021 is the perfect year to celebrate all things YELLOW: the colour experts at PANTONE have selected the vibrant ‘Illuminating Yellow’ shade as joint colour of the year, alongside ‘Ultimate Gray’. A sure sign we’ve made the right choice!
27 January 2021 • 7 min reading time
Bring sunshine to your wardrobe with the "YELLOWBRATION COLLECTION".
Since 1941, CALIDA has been synonymous with premium Swiss quality, uncompromising comfort, pioneering innovation and a commitment to sustainability. With the slogan ‘A true promise never gets old’, we’ve got lots of different surprises and highlights in store throughout our anniversary year, all centring on the lived brand values of sustainability, quality, comfort and innovation.
The start of the year sees the first highlight arrive: the YELLOWBRATION COLLECTION draws on and pays homage to our proud heritage. The collection for women, men and children will celebrate iconic CALIDA looks and revive classic cult pieces.
Real innovations are those products that eventually become classics. Like our ELASTIC range, for example, which made women’s underwear sporty in 1971 – and which, to this day, over a million women still love to wear for any occasion. Many other classics such as FEMININ SENSE, LIGHT and our iconic CALIDA cuffed pyjamas set new standards as we started out – and still do to this day.
Our men’s styles, which are modernised with additional functionality and adapted to today’s demands for comfort, are also set to impress with classic prints and vintage flair.
Many of you have known CALIDA all your lives and trust the brand for the same reasons you have for decades – sometimes even passing on your favourites to your own children. So when it comes to kids’ styles, our cuffed pyjamas with their retro factor are a must.
We’ve achieved a lot in 80 years. In particular, we have stayed true to our promise to produce the best and most sustainable underwear. That’s why our basics have been absolute bestsellers for decades and remain ultimate favourites to this day. They’re also more trendy than ever.
We’re looking forward to an incredible anniversary year with lots of fantastic surprises and amazing experiences to share with you.
LET’S YELLOWBRATE!
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