BERN (dpa) – Star designer John Galliano is using it in his summer collection at Dior, Jean-Charles Castelbajac is decorating accessories and plates with it – the camouflage look is “in” this season and no one is benefiting more than the Swiss Army Shop Association.
It is doing a brisk Internet trade in just about anything that can be sold under the army label. With an annual turnover of around 200,000 francs (126,000 U.S. dollars) a year, it is now about to open its first shop at the barracks in Bern.It will sell Swiss army knives, clocks, caps and sunglasses. But there is a lot more to barrack-square flair: military bed linen, army camouflage pencils with erasers, the camouflage mobile phone case or sunglasses case, pocket ashtray with special lid and the “army eau de toilette” which comes in a black fabric case.“Of course, it is not the odour of soldier’s sweat”, said association president Ernst Gerschwiler, spraying visitors with the sharp, lemony scent to prove his point. It costs 35 francs (22 dollars) a bottle.Army shower gel is less expensive at just 17 francs (11 dollars) a bottle, while army deodorant stick is a bargain at 14 francs (nearly nine dollars).The shop is run by former soldiers and defence ministry employees working on a voluntary basis. The proceeds will fund military sports activities.“The army is granting private firms permission to use the Swiss Army label,” said Gerschwiler. The goods are tested for quality and strength – although this is no guarantee of Swiss craftsmanship. Swiss Army watches, for example, have for years been made by the U.S. company Swiss Army Brands, a subsidiary of the Swiss firm Biel.Swiss Army knives are made by Swiss companies Victorinox and Wenger, who also supply the real thing to Swiss recruits. Gerschwiler sells these originals as well, but with just four features – blade, screwdriver, bottle opener and can piercer – they look rather modest on the shop shelves alongside luxury models named “Matterhorn”, “Mountain”, Swiss Champ and Edelweiss.Since the trade in army labels is doing to so well for private firms, the army is now offering its own products: a CD-ROM with a course in map-reading, and an interactive atlas of Switzerland. For relaxation you might choose the Gala of Marching Music on CD, or the “Jet Quiz and Tank Quiz”.But the most popular product is a CD of “50 Recipes from the Military Kitchen”, which has sold more than 1,000 copies in just a few weeks. It includes household tips and a quiz, as well as interesting recipes for big occasions: how to make risotto for 100 people for just 160 francs (100 dollars), with a list of ingredients and cooking instructions.
