Lafuma's Slogans & Taglines

Lafuma traces its origins to 1930, when brothers Victor, Alfred, and Gabriel Lafuma founded the company in the Alpine town of Annecy, France, initially producing backpacks. The pivotal moment came in 1936 with the invention of the metal-frame braced backpack, revolutionizing load-bearing comfort for hikers. The brand expanded into camping furniture in 1954, sleeping bags in 1985, and clothing in 1991, evolving from a mountaineering pack specialist into a comprehensive outdoor lifestyle brand. Its enduring slogan "On vit tous ces moments là!" ("We all live these moments!") captures the spirit of accessible outdoor enjoyment. After a 1984 bankruptcy, grandson Philippe Joffard revived the brand, steering it toward sustainable innovation and acquiring labels such as Eider, Millet, and Oxbow. The portfolio spans hiking apparel, GORE-TEX jackets, trekking footwear, backpacks, and the iconic Zero Gravity reclining garden chairs. Today, Lafuma remains a family-led symbol of French outdoor heritage, blending alpine expertise with eco-conscious design across global markets.