# Rugged Swiss Style The Victorinox AW11 Collection Features Sweet Designs by Christopher Raeburn By Francis Tiangson | Published 2011-02-13 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/victorinox-aw11 References: [dazeddigital](http://www.dazeddigital.com/fashion/article/9592/1/victorinox--christopher-raeburn) & [victorinox](http://www.victorinox.com/) The [Victorinox](https://www.trendhunter.com/trends/victorinox-alox-refined-collection) AW11 line is an awesome array of rustic Swiss lifestyle clothing that was designed by Christopher Raeburn. With its inspiration drawn from the [Swiss Army](https://www.trendhunter.com/trends/swiss-army-knife) Knife brand, the collection is ruggedly chic. The Victorinox AW11 wouldn't be complete without the addition of a Swiss Army Knife; the one included has a rustic, worn-out look. The garments look like they were meant for outdoor exploration -- it's fashion that needs to be taken outdoors. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 52% | Activity: 14% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Rugged Fashion:** This trend of durable and outdoor-inspired fashion can open up opportunities for innovative materials and design techniques. - **Brand Extension:** The incorporation of the Swiss Army Knife adds a unique touch that can inspire other brands to collaborate and expand their product offerings. - **Heritage-inspired Design:** The use of a classic brand as inspiration for contemporary design showcases the potential for heritage-inspired designs in various industries from fashion to homeware. ### Industries Being Reshaped - **Fashion & Apparel:** The trend towards rugged fashion and heritage-inspired design presents a window of opportunity for clothing brands to showcase durability and bring back classic designs. - **Outdoor & Adventure:** Outdoor and adventure brands can tap into the trend of rugged fashion and partner with fashion brands to create functional and stylish clothing for outdoor activities. - **Consumer Goods:** Collaborations between brands with a rich heritage and consumer goods can create unique product offerings that evoke a sense of nostalgia and appeal to consumers looking for quality and practicality. ## Related on Trend Hunter - [Modernized Swiss Army Knives](https://www.trendhunter.com/trends/victorinox-alox-refined-collection.md) - [Limited Multi-Functional Pocket Knives](https://www.trendhunter.com/trends/swiss-army-knife.md) - [Everyday Travel Suitcases](https://www.trendhunter.com/trends/victorinox-1.md) - [Camping-Friendly Compact Tools](https://www.trendhunter.com/trends/victorinox-pocketknives.md) - [Demure Endurance-Focused Multitools](https://www.trendhunter.com/trends/victorinox-swiss-army-onyx-ranger.md) - [Minimalist Multipurpose Pocket Knives](https://www.trendhunter.com/trends/victorinox-special-companion-damast-knife-2025.md) - [Damascus Steel Multitools](https://www.trendhunter.com/trends/victorinox-ranger-55-mic-damast-limited-edition-2023.md) - [Replicated Old-Fashioned Multitools](https://www.trendhunter.com/trends/victorinox-replica-1897-edition.md) - [Sleek Limited Pocketknives](https://www.trendhunter.com/trends/special-companion.md)