PYUA, a new marketer of skiwear that launched its business with the upcoming Winter season, will introduce its first functional outerwear collection for Fall/Winter 2009-10 season. PYUA, a name inspired by the English word pure, stands for 100 percent recycled garments. It uses, for example, the Eco Circle materials of the Teijin company.

Until now, PYUA had the name Christ.Rose, which was inspired by the brand’s testimonials, Christian Neureuther and Rosi Mittermaier, two German ski legends. The management eventually realized that the name Christ.Rose might have a religious connation for English speakers. In its first season, Christ.Rose has been marketed in Austria and Germany, and distribution in Switzerland is likely to come up soon. The company intends to have a presence in all major international markets within two years.

PYUA is led by Timo Perschke, who acts as managing partner and director. It has completed its German and Austrian sales team with five of its own sales reps, who are directed by Christian Geiser, a former executive at Venice Beach, a German brand for fitness apparel.