Il 13 giugno 1969, a St. Moritz alcuni amici aprono Jet Set, un negozio improvvisato dove si vendono jeans slavati, camicie hawaiiane di seconda mano, pantaloni da lavoro cinesi. Nel 1975 presentano la prima collezione di abbigliamento con il loro marchio e aprono una boutique a Zurigo. Nel 1980 nasce una collezione pensata per lo sci, seguita, cinque anni dopo, da Blue System, linea di denim. L’immagine è essenzialmente sportiva ma dal forte contenuto moda: un mix che negli anni ’80 decreta il grande successo del marchio.
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