JET SET - The Swiss Chic And Adventurer

For over 50 years, JET SET has been synonymous with bold style and impeccable designs. This Swiss brand isn't afraid to make a statement, offering ski and swimwear that caters to the adventurous fashion-forward individual. Since 1969, JET SET has provided iconic looks to fashion-forward thinkers on the slopes, at the beach, and in the city streets. Bold, eye-catching, and fluffy, it is definitely set to attract a turning neck wherever it’s worn.

Hailing from the land of precision and perfection, JET SET embodies the Swiss commitment to excellence. Each garment is meticulously crafted to marry comfort with durability, ensuring they withstand even the most daring escapades.

But JET SET doesn’t stop at the Alps; their designs draw inspiration from the far reaches of the globe, resulting in a fusion of functionality and fashion-forward flair.




In a world of mass-produced ski and swimwear, JET SET stands out. Their bold designs are unlike anything you'll find on the average beach bum or weekend skier. They offer a unique combination of functionality and fashion that allows you to express your individuality while looking effortlessly chic.

However, the brand caters to those with a discerning eye for quality. Also it isn't just about clothes; it's a lifestyle choice. It's for those who crave the exhilaration of the mountains and the tranquility of the beach, all while looking their absolute best. So, if you're looking for ski and swimwear that goes beyond the ordinary, look no further.

The history of Benoa

Born in 1969 amidst the allure of St. Moritz the brand was founded by Kurt Ulmer who happens to be a true fashion pioneer who has been reshaping the industry with conscious methods. JET SET is best known for its luxury, high-performance apparel coupled with a passion for provocative and progressive designs that transitions effortlessly from the ski resort to the street.

JET SET has always stood for authenticity in the luxury fashion World, delivering the highest  standards and innovative demands of each generations. The ability to combine high-end and contemporary fashion has been its emblem and uniqueness.

Written by Menyene Silas

All images in courtesy of Jet set

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