It all started here. In these mountains. Right in the heart of the Dolomites, to be precise. In northeastern Italy, these huge pale mountains rise up into the sky, showcasing Mother Nature’s magnificent power. Surrounded by these jagged peaks, the green valleys in between thrive. The people in these valleys live and breathe the mountains. And Ladin is their language. Originally a Vulgar Latin language left over from the Romanized Alps. An ancient language that was created and preserved in the Dolomites. To this day, it is still spoken in this beautiful region.
The origins of LaMunt, our home.
The word LaMunt, in the Ladin language spoken in the Badia Valley, means “the mountain”– and is female, like Mother Nature herself, and confident like the towering rocks that overlook the valley. The “La” is feminine, the “Munt” has a strong and confident sound. Both is part of LaMunt.
But how did we come by this name, and why does it embody our concept so well?
Ruth Oberrauch, our Brand Manager, spent weeks and months planning and thinking about the creation of a mountain sport apparel brand that would be made by women for women. She went to visit her grandmother Herta, who is originally from the Badia Valley. Herta has always been interested and involved in her granddaughter’s projects. Ruth was discussing how she wanted to depict women as confident, feminine and mindful. The missing piece, that Ruth couldn’t quite grasp, however, was the name for the brand that would give these women the mountain clothing they wanted and needed. What word could she use to represent this concept? How could a name be feminine and confident, without falling into the ‘pinkish’ stereotype trap? The answer was all around them. “LaMunt,” said Ruth’s grandmother, “it’s feminine, strong, yet beautiful and mysterious”.
And so, the LaMunt name was born
Herta's family in traditional clothing
Four generations – In the center Herta holding Ruth, on our right Ruth’s mother Brigitte and on our left Ruth great grandmother Maddalena
