Swissness and Fashion

The label “Made in Switzerland/Importé de Suisse” clearly indicated that the shoe was manufactured in one of Bally’s many Swiss factories. “Bally of Switzerland,” on the other hand, implied that the product might have been manufactured in another (neighbouring) country but in line with Swiss design and quality standards.

In the early 2000s, Bally decorated not only shoes but, above all, bags with the Swiss cross. Women's and men's models were adorned with buckles, charms, and metal details.

In 2003, the brand adapted its logo and created the "Busy B" icon, a fusion of the Bally B and the Swiss flag.

Against the backdrop of the Second World War, the 1939 Swiss National Exhibition in Zurich aimed to strengthen the country’s identity and unity by presenting crafts and industrial products. Bally commissioned a lithograph, which was used both as a poster and on shoe boxes, and created an après-ski shoe with Swiss cantonal crests around the collar and on the vamp.

The “Free” sneaker from 2001 is a particularly patriotic fashion statement. On Micheline Calmy-Rey’s feet, it even conveyed a diplomatic message: the then Swiss Federal Councillor and Foreign Minister wore it when she became the first member of a foreign government to cross the demarcation line between North and South Korea in 2003.

Flowers can be purely decorative, but Bally probably adorned its products with Edelweiss and Gentian blossoms also to refer to its country of origin. These two species, which are common in the Swiss mountains, were embroidered on women’s après-ski models, especially in the 1930s and 40s. But even in the early 2000s, a modern adaptation of Edelweiss appeared on a women’s handbag.

Cows are an inseparable part of the rural Swiss landscape, and calf leather was and is one of the main materials for Bally shoes and bags. Shoe designs with cowhide patterns appeared both in the late 1930s and 2020s, but the “Chüelischue” (cow shoe) from 1991 stands out: created for Switzerland’s 700th anniversary, it features cows on a cattle drive on the soles and Swiss folklore symbols on the upper. In the following video, you can discover what else is hidden in this mindful design.

Swiss understatement was also the credo behind the designs Bally created for uniforms at different World Exhibitions. In Montreal 1967, Osaka 1970, and Seville 1992, the hostesses of the Swiss Pavilion walked on Bally soles. The company subtly showcased its national affiliation.

From 1910 to the 1990s, Bally also equipped the Swiss militia army with marching, pilot, and combat boots. Especially in earlier years, these shoes were not only worn on official duty but also proved themselves as work shoes.

The Swiss can often be found in the mountains during their free time. Whether hiking in summer or skiing in winter, Bally has offered a wide range of activities in the last century and has promoted them extensively. But at the turn of the millennium, the focus shifted from functional footwear to alternatives for leisure activities in the lowlands.

Switzerland is officially a four-language country. To reflect this, Bally began printing its posters in multiple languages as early as 1910. Sometimes different languages even appeared on a single poster, and the brand did not shy away from using Swiss German (Schweizerdeutsch). Over time, ads with text became fewer; instead, the photo subject and Bally logo spoke for themselves.

Early on, Bally designed its advertising posters with renowned Swiss graphic designers, such as Emil Cardinaux, Hugo Laubi, and Aldo Patocchi. Unsurprisingly, the iconic "Swiss Style" was also reflected in Bally posters in the 1950s and 60s. Later, these graphic posters were replaced by posters from international star photographers.

No matter how ordinary Bally shoes might have looked, their inner values were all the more Swiss. With the best materials and precise construction, Bally shoes were synonymous with the highest quality. Another feature was their comfortable fit for various foot types. Additionally, the shoes often boasted new developments: an inventive spirit that Bally shares with Switzerland, known as an innovation world champion for over a decade.