Souvenir Sport presents the exhibition “Helveticana – Vintage Clothing and Gear Made in Switzerland”

For the first time, Souvenir Sport opens its Helveticana archive to the public. In collaboration with graphic designer and photographer Laura Kneisel, who dedicated her bachelor’s thesis to the archive, the exhibition explores everyday Swiss clothing in a haptic and visual way.

The show presents 100 unique pieces from the 1930s to the 1990s, illustrating the variety of Swiss textile production in the twentieth century. Historic and newly staged photographs, books, magazines, catalogues and other materials provide additional context and can be explored on site.

The garments reflect how everyday life in Switzerland was shaped by landscape, labour, and leisure. Through alpine-, work-, and sportswear, they trace the ways in which Swiss identity emerged through material, function, and design. Together, they offer an insight into the relationship between clothing, culture, and place.

Visitors are invited to move through different eras and collections of the archive — to touch, observe and study the garments and objects that define Swiss craftsmanship and design heritage.

Exhibition Period

November 21 – March 28, 2025
Wednesday – Friday 13:00 – 17:00, Saturday 12:00 – 18:00
Private tours and workshops by appointment.
Turnerstrasse 37, CH-8006 Zürich, Switzerland

Credits

Curation and Text Caspar Schweizer
Graphic Design and Photography Laura Kneisel
Exhibition Design Caspar Schweizer, Julian Del Grande, Laura Kneisel
Archival Research Souvenir Sport