The famous Austrian writer Stefan Zweig described a story in "Sternstunden der Menschheit" (Decisive Moments in History): a missing horseshoe nail led to a lost horseshoe, which led to a lost warhorse, which led to a lost general, which led to a lost nation... Throughout the long river of human history, there are always small accidents. When faced with these mishaps, different people, due to their different perspectives and levels of commitment, often create legends that alter the course of history. Austrian mountaineer Gerwalt Pichler’s reflections and dedication to mountaineering accidents, the value of life, and subpar equipment ultimately led him to create the internationally renowned outdoor brand — NORTHLAND — providing professional and comfortable outdoor gear for enthusiasts around the world.
Respect for Life: Bringing the Fallen Home
In 1973, Austrian mountaineer Gerwalt Pichler and his team climbed South America’s highest peak, Aconcagua (6,962 meters), wearing thick shoes with tire soles. On their way back to camp, they unexpectedly discovered the remains of several deceased climbers in a snow pit. After a long moment of silence, old Pichler said to his companions, “I think we should bring him down. His family must be hoping someone will carry him home.” Despite the great difficulty and danger, driven by compassion and respect for the lives lost in the accident, Mr. Pichler and his team carried out this act of kindness. Their deed was highly praised locally, and the government awarded Pichler and his team the title of “Heroes of Aconcagua” in a church ceremony. At the time, however, Pichler had no time to enjoy the accolades. He kept seeing the remains of those climbers and pondering how to fundamentally improve mountaineer safety.
In 1973, Austrian mountaineer Gerwalt Pichler and his team climbed South America’s highest peak, Aconcagua (6,962 meters), wearing thick shoes with tire soles. On their way back to camp, they unexpectedly discovered the remains of several deceased climbers in a snow pit. After a long moment of silence, old Pichler said to his companions, “I think we should bring him down. His family must be hoping someone will carry him home.” Despite the great difficulty and danger, driven by compassion and respect for the lives lost in the accident, Mr. Pichler and his team carried out this act of kindness. Their deed was highly praised locally, and the government awarded Pichler and his team the title of “Heroes of Aconcagua” in a church ceremony. At the time, however, Pichler had no time to enjoy the accolades. He kept seeing the remains of those climbers and pondering how to fundamentally improve mountaineer safety.
Care for Life: Creating Comfortable Outdoor Gear
A few months later, old Pichler delivered his first batch of products to European customers using a beat-up Volkswagen minivan, turning his own home into a storage space. And so, the Austrian company NORTHLAND was born in Graz, Austria’s second-largest city. From 1973 through the next 15 years, under Gerwalt Pichler’s leadership, NORTHLAND grew from a small shop in Graz into a well-known multinational company specializing in outdoor gear. Starting with the sale of dome tents and a limited range of climbing clothing in Europe, it evolved into a full-range outdoor brand offering clothing, footwear, tents, sleeping bags, backpacks, and accessories.
Since founding the NORTHLAND brand, Mr. Pichler has been committed to creating professional outdoor equipment that becomes an extension of the outdoor enthusiast’s life. It can be said that the NORTHLAND brand and products crafted by this outdoor legend were designed from day one to uphold the value of life and to create comfortable, carefree outdoor experiences.
If the ancient Greek Archimedes became a legend in the world of mechanics and natural science by contemplating an overflowing bathtub, then Austrian Gerwalt Pichler became a legend in the international outdoor equipment field through his reflections on accidents, the value of life, and faulty equipment. Today, the globally recognized NORTHLAND brand and its professional outdoor gear are not only a reflection of the value of life for outdoor travelers but also a guarantee for creating a comfortable outdoor lifestyle.
A few months later, old Pichler delivered his first batch of products to European customers using a beat-up Volkswagen minivan, turning his own home into a storage space. And so, the Austrian company NORTHLAND was born in Graz, Austria’s second-largest city. From 1973 through the next 15 years, under Gerwalt Pichler’s leadership, NORTHLAND grew from a small shop in Graz into a well-known multinational company specializing in outdoor gear. Starting with the sale of dome tents and a limited range of climbing clothing in Europe, it evolved into a full-range outdoor brand offering clothing, footwear, tents, sleeping bags, backpacks, and accessories.
Since founding the NORTHLAND brand, Mr. Pichler has been committed to creating professional outdoor equipment that becomes an extension of the outdoor enthusiast’s life. It can be said that the NORTHLAND brand and products crafted by this outdoor legend were designed from day one to uphold the value of life and to create comfortable, carefree outdoor experiences.
If the ancient Greek Archimedes became a legend in the world of mechanics and natural science by contemplating an overflowing bathtub, then Austrian Gerwalt Pichler became a legend in the international outdoor equipment field through his reflections on accidents, the value of life, and faulty equipment. Today, the globally recognized NORTHLAND brand and its professional outdoor gear are not only a reflection of the value of life for outdoor travelers but also a guarantee for creating a comfortable outdoor lifestyle.