Our Story
MGG creates timeless wardrobe essentials that are made in Europe and inspired by our Swiss heritage. Our brand identity is defined by our no-compromise approach to comfort, quality, and ethical craftsmanship.
The journey, so far.
Back in 2019 when MGG was born in Verbier, Switzerland, we set out to build a winter outerwear brand with a difference. With our 2021 campaign, Bound by Snow, shot by legendary British photographer Matt Holyoak, accompanying film – The Snow Report – and subsequent yearly Transparency & ESG ‘Snow Reports’, we used the radical transparency that we’d built into our business model from day zero to lift the lid on our products, and to push for industry-wide change.
We were delighted to witness this change come gradually in the following years. However, as our customer base grew, it became clear that our clientele favoured one product category above all others – our Merino knitwear.
And so in 2023, we called upon the help of the professional ski ballet community to bring this new direction to life. Working with 1992 Albertville Winter Olympians Fabrice Becker and Annika Johansson, and with Matt Holyoak once again at the helm, we shot our latest campaign and accompanying film – Ballet’s Back! The global response was extraordinary and, in 2025, this campaign led to the release of a documentary – Dancing on the Edge: A Ski Ballet Story – produced and directed by the highly talented Scott Goedkoop.
The future feels good.
As we develop and expand our Merino knitwear range, we will continue to listen to our customers, and deliver the products that they’re asking for. Our premium lifestyle fashion is informed by the sports that we love, and reimagined for everyday living.
We want our customers to feel good about the luxuriously soft touch of our products, to feel good in themselves when wearing our products, and to feel good about the products themselves, safe in the knowledge that every piece is always manufactured in Europe by individuals who are paid a fair wage, from natural fibres, and in small batches, thereby keeping waste to an absolute minimum.
It feels good to wear MGG.
Our commitment to you.
Our preoccupation with only the finest quality fabrics and precision craftsmanship is rooted in our Swiss heritage, and we now work exclusively with 100% Merino CASHWOOL® by Zegna Baruffa. This exceptionally comfortable, extra-fine wool is as soft as cashmere to the touch and as shiny as silk, but crucially, it’s also highly durable and built to last.
We manufacture all our products in Europe. This approach allows us to work in close cooperation with our suppliers, to guarantee that our suppliers’ employees enjoy fair wages and working conditions, and to monitor our suppliers’ environmental impact. We also produce in unusually small batches by industry standards, in order to maximise quality and minimise waste.
Our obsession with radical transparency and long term sustainability remains at both a product and operational level, and a new Transparency & ESG page will soon be dedicated to this - watch this space. And, last but not least, we continue to plant a tree in the tropics in Uganda with every single online and offline order, so as to fully offset the carbon footprint of every product that we sell.
