A brand name is the initial touchpoint between consumers and a company. It creates the crucial first impression and sets the stage for further engagement.

What does "DT" mean?

D and T stand for the first letters of the German word "Drahtwerke" and the French word "Trefileries" - which means wire works.​

DT Swiss roots lie in the wire production plant and the Vereinigte Drahtwerke in Biel, out of which the brand in its current structure was born in 1994 as a result of a management buyout.​

The two languages in the name come from the Swiss city of Biel and its bilingualism.