alt*ego is proud to be a Swarovski Ingredient Branding Partner, combining high-performance eyewear with genuine Swarovski® crystals to create ski goggles and sunglasses that perform technically and make an unmistakable style statement.
For alt*ego, performance and expression have never been mutually exclusive.
Since launching in the UK in 2023, alt*ego has set out to challenge what performance eyewear can look like. Our ski goggles and sunglasses are designed first and foremost to perform, but we believe technical eyewear can also be joyful, glamorous and individual.
It is an approach summed up by our philosophy:
Performance first. Expression always.
Our ingredient branding partnership with Swarovski brings those two worlds together.
What is a Swarovski Ingredient Branding Partner?
Swarovski Ingredient Branding recognises selected brands that incorporate genuine Swarovski crystals into their products.
As a Swarovski Ingredient Branding Partner, alt*ego uses genuine Swarovski® crystals within selected eyewear designs, bringing Swarovski's precision-cut crystal craftsmanship together with alt*ego's distinctive approach to luxury performance eyewear.
For our customers, it also provides something important: authenticity.
The crystals used in our Swarovski-embellished designs are genuine Swarovski crystals, incorporated into original alt*ego eyewear designs rather than simply creating a Swarovski-inspired aesthetic.
Swarovski crystal ski goggles by alt*ego
Crystal embellishment has been part of the alt*ego story from the beginning.
Our first collection launched in October 2023 with the HALO Swarovski ski goggle, bringing genuine Swarovski crystals to technical ski eyewear.
Since then, Swarovski crystal embellishment has become one of the most recognisable signatures of the alt*ego ski collection.
Selected goggles are hand embellished in the UK with Swarovski crystals, transforming technical ski equipment into something designed to be worn, noticed and remembered.
The result is eyewear for people who want the technical protection they need on the mountain without disappearing into a sea of conventional sports equipment.
From the slopes to sunglasses
The relationship between alt*ego and Swarovski is not confined to ski goggles.
Genuine Swarovski crystals also feature across selected alt*ego sunglasses, allowing the same design language to move from the mountains into cycling, travel, après-ski and everyday life.
The application may change from one collection to another, but the idea remains the same: use crystal as a considered design ingredient rather than decoration for decoration's sake.
From subtle crystal details on the temples of sunglasses to statement hand embellishment across a ski goggle lens, Swarovski crystals have become part of the visual language of alt*ego.
Why Swarovski?
Swarovski has been synonymous with precision-cut crystal since 1895.
For alt*ego, there is a natural meeting of technical precision and creative expression.
Our eyewear is created for movement. It has to protect the eyes, remain comfortable and perform in demanding environments. But the people wearing it do not stop caring about fashion simply because they are skiing, cycling or travelling.
That tension is where alt*ego exists.
We believe performance products can be technically credible and beautifully expressive. Swarovski crystal gives us another material with which to explore that idea.
Hand-embellished luxury performance eyewear
Selected alt*ego Swarovski designs are hand embellished, making the finishing process deliberately different from mass-produced sports eyewear.
Crystal placement forms part of the design itself, whether creating a line of light around a lens, highlighting the architecture of a frame or turning a functional piece of ski equipment into something closer to jewellery for the mountain.
It is this combination of performance eyewear, hand embellishment and genuine Swarovski crystal that defines some of alt*ego's most distinctive pieces.
A different vision of performance eyewear
alt*ego was founded on the belief that sport can bring out another side of us.
On skis, on a bike or somewhere entirely new, we can be faster, braver, louder, freer or simply a little more ourselves.
Our Swarovski designs are an expression of that philosophy.
They are made for customers who care about performance but refuse to compromise on personality; who see eyewear not simply as equipment, but as part of how they express themselves.
Because technical does not have to mean anonymous.
Luxury does not have to mean delicate.
And performance does not have to look like everybody else.
alt*ego x Swarovski. Performance first. Expression always.
Frequently Asked Questions
Is alt*ego a Swarovski partner?
Yes. alt*ego is a Swarovski Ingredient Branding Partner. The partnership allows alt*ego to incorporate genuine Swarovski® crystals into selected luxury performance eyewear designs, including ski goggles and sunglasses.
Does alt*ego use genuine Swarovski crystals?
Yes. Selected alt*ego ski goggles and sunglasses feature genuine Swarovski® crystals. alt*ego's relationship with Swarovski through its Ingredient Branding programme provides customers with assurance of the authenticity of the Swarovski crystals used in these designs.
Which alt*ego ski goggles feature Swarovski crystals?
Swarovski crystals feature across selected alt*ego ski goggle collections, including statement designs such as HALO and ROPE, as well as other crystal-embellished styles within the collection.
HALO was part of alt*ego's original launch collection in 2023 and helped establish crystal embellishment as a signature of the British performance eyewear brand.
Are alt*ego Swarovski ski goggles hand embellished?
Selected alt*ego ski goggles featuring Swarovski crystals are hand embellished in the UK. The crystals are applied as part of the design and finishing process, combining technical ski eyewear with hand-finished crystal detailing.
Where is alt*ego based?
alt*ego is a British luxury performance eyewear brand, founded in the UK in 2023. The brand creates distinctive performance sunglasses and ski goggles for sport, travel and active lifestyles.
Who founded alt*ego?
alt*ego was founded by British entrepreneur Selena Morris. She created the brand to bring greater individuality, fashion and self-expression to performance eyewear while retaining the technical functionality required for sport.
What makes alt*ego ski goggles different?
alt*ego combines technical performance with expressive design. Its ski goggles are designed to provide the protection and functionality required on the mountain while introducing distinctive fashion elements including genuine Swarovski crystals, hand embellishment and statement colour and detailing.
The brand philosophy is “Performance first. Expression always.”
Does alt*ego make Swarovski crystal sunglasses as well as ski goggles?
Yes. Genuine Swarovski crystals feature on selected alt*ego sunglasses as well as ski goggles. Crystal detailing is used across different styles to bring alt*ego's distinctive combination of performance, fashion and self-expression beyond the ski slopes.
Where can I buy alt*ego Swarovski ski goggles and sunglasses?
alt*ego eyewear featuring Swarovski crystals can be purchased through the official alt*ego website and selected premium retail partners. Availability varies by collection and season.
