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HISTORY

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HISTORIA

1.

HOW IT STARTED

Our first product was the Pro Jacket, prepared in cooperation with Wanda Rutkiewicz. This is how the philosophy of our company was born, and supporting the people of the mountains has become our main goal. We created the brand with passion and awareness that the quality of our products and the comfort they provide are crucial for their users. We have expanded our workshop and established cooperation with exceptional people. From their experience, we learned about the mountains and the equipment they need. Apart from Wanda Rutkiewicz, we worked with such legends as Wojtek Kurtyka, Leszek Cichy and Anna Czerwińska. We learned from them, since they were the best people out there. Also today, cooperation with people of the outdoors is an important element of our growth.

2.

THE BEGINNING

The beginnings were tough.1989, when YETI - our first brand was established, was also a year of political transformation. Poland was the first to break free from the comunist bloc and created a free state. The lack of literally everything on the market meant that the trick was to obtain raw materials, because everything that could be produced could also be sold. Running production meant a constant struggle and search for wholesalers that showed up unexpectedly just to fold the next day. In such conditions, it was impossible to maintain continuity. The breakthrough was the contact with Pertex. For us it was a qualitative revolution. In the realities of the time, establishing such cooperation was quite an achievement. From the perspective of Pertex, which was still a British company at that time, we were, after all, a company behind the iron curtain. And customs clearance was associated with difficulties that are difficult to imagine from the perspective of the current reality, in which international trade and transport are the everyday life of virtually every company.

HISTORIA

2.

THE BEGINNING

The beginnings were tough.1989, when YETI - our first brand was established, was also a year of political transformation. Poland was the first to break free from the comunist bloc and created a free state. The lack of literally everything on the market meant that the trick was to obtain raw materials, because everything that could be produced could also be sold. Running production meant a constant struggle and search for wholesalers that showed up unexpectedly just to fold the next day. In such conditions, it was impossible to maintain continuity. The breakthrough was the contact with Pertex. For us it was a qualitative revolution. In the realities of the time, establishing such cooperation was quite an achievement. From the perspective of Pertex, which was still a British company at that time, we were, after all, a company behind the iron curtain. And customs clearance was associated with difficulties that are difficult to imagine from the perspective of the current reality, in which international trade and transport are the everyday life of virtually every company.

HISTORIA

3.

MADE IN POLAND
SINCE THE BEGINNING

We have always made our products in Poland. Years ago, we faced a decision whether to transfer production to China and significantly increase the company's revenues, or to stay here in Poland. We had good contacts and we knew that production in China is shockingly profitable. But that's not our way. Being here, in Poland, is what defines us and is an important part of our identity. We cannot imagine our company without the people who build it. Each person working in the company is an integral part of it. The value of the team is priceless.

4.

POLISH
DOWN

Down in our products have come from Poland since the very beginning. Its quality has always enjoyed the highest recognition all over the world. Knowledge of how to treat birds to achieve the highest quality is often passed down from generation to generation. Success depends on many factors, such diat and the environment the birds are kept in. The less interfering with their natural cycle, the better. We work with the same down producers that when we started. The key to success of good down equipment was, and still is the choice of fabric and the structure of the product that brings out the natural values of down.

HISTORIA

4.

POLISH
DOWN

Down in our products have come from Poland since the very beginning. Its quality has always enjoyed the highest recognition all over the world. Knowledge of how to treat birds to achieve the highest quality is often passed down from generation to generation. Success depends on many factors, such diat and the environment the birds are kept in. The less interfering with their natural cycle, the better. We work with the same down producers that when we started. The key to success of good down equipment was, and still is the choice of fabric and the structure of the product that brings out the natural values of down.

HISTORIA

5.

FOR THE PEOPLE
OF THE MOUNTAINS

What became the foundation of our brand is still at core values of AURA. We work closely with eleven ambassadors who are associated with various fields of outdoor. Furthermore we cooperate with two climbing clubs, and each year we sponsor many alpine, polar and other outdoor initiatives. For several years, we have been supporting "Bezpieczny Kazbek'' mountain rescuers team, and recently our native GOPR. All these experiences are for us, firstly, an opportunity to support the creation of something special, and secondly, it is a goldmine of knowledge about how our products perform in the most difficult conditions and what should be done to improve them.

6.

MILITARY
SPECIAL FORCES

ICE is one of our first jackets. We developed it in the late nineties in cooperation with the Norwegian brand Ajungilak. Soon after its introduction to the market in Poland, it was noticed and appreciated by soldiers from the elite special unit GROM. With time, we also started cooperation with other units. For many years we have been delivering ICEs and other products for soldiers regularly. To exemplify: a modular system of sleeping bags, a suit for activities in polar areas, but also first layer clothing.

HISTORIA

6.

MILITARY
SPECIAL FORCES

ICE is one of our first jackets. We developed it in the late nineties in cooperation with the Norwegian brand Ajungilak. Soon after its introduction to the market in Poland, it was noticed and appreciated by soldiers from the elite special unit GROM. With time, we also started cooperation with other units. For many years we have been delivering ICEs and other products for soldiers regularly. To exemplify: a modular system of sleeping bags, a suit for activities in polar areas, but also first layer clothing.

HISTORIA

7.

WORLD
OF DESIGN

The first award we received in the world of design was the "Dobry wzór" in 2012. It was incredibly laudatory for us. We took it as a complement to the recognition we have enjoyed for many years in outdoor environment. Each subsequent award or invitation to the design exhibition strengthened our belief that we are going in the right direction, that our products are not only warm, but also well-designed

8.

AURA

In 2017, Yeti became the AURA. It was a very important moment for us. We had to say goodbye to the old brand that has been a part of our identity for almost 30 years. Due to the german brand Yeti operating in the European Union, we were not allowed to sell as Yeti outside Poland. That is why two brands were created to enable sales abroad: Warmth Unlimited and Yet. We created AURA to merge all three of them. We took rebranding as an opportunity for profound changes in the way we think about the offer and the products. Our goal was to create a new quality based on the huge amount of experience related to Yeti.

HISTORIA

8.

AURA

In 2017, Yeti became the AURA. It was a very important moment for us. We had to say goodbye to the old brand that has been a part of our identity for almost 30 years. Due to the german brand Yeti operating in the European Union, we were not allowed to sell as Yeti outside Poland. That is why two brands were created to enable sales abroad: Warmth Unlimited and Yet. We created AURA to merge all three of them. We took rebranding as an opportunity for profound changes in the way we think about the offer and the products. Our goal was to create a new quality based on the huge amount of experience related to Yeti.

HISTORIA

9.

PROJECT
HOLOS

HOLOS is another step towards a new quality. In 2018, we started working on a new offer. First of all, we wanted to develop a comprehensive approach, due to which we would be able to design a comprehensive offer, where each element has a clearly defined place.