Gebrüder Stitch is a Viennese atypical jeans label that produces locally customized sustainable jeans. The Gebrüder Stitch (the “Brothers Stitch”) is not a conventional fashion label but approaches jeans-wear with a raw humour that you would rather encounter at a Viennese sausage stand than in a backstage at a runway show. For the two founders of Gebrüder Stitch the priority is the well-being of their clients and to have fun, ignoring what fashion trends might dictate, either what business logics expect.
Sustainability is a top priority of the two young entrepreneurs; ecological cotton and the environmentally friendly washing of fabrics are a big concern. Due to the local production in Vienna – which is very important for the founders – the pants have a high pricing; between €240-€500. The idea at the beginning was quite simple: the production should not be at the cost of nature or people in the production countries – customers will pay full price for it. Most fabrics are GOTS certified, which is a standard that also includes aspects of fairness.
The fact that the jeans are fair and sustainably produced interests only a fraction of their clientele -this is more of their own passion. 60% of their customers are male and 40% female clients. For a few money does not matter, for others sustainability is a premium. Most of them look for pants that fit and seat good and seek for a personal treatment. Some are technically or creatively active, but essentially they have dentists, bankers or tax advisers looking to feel a bit rebellious and comfy.
The idea was born in 2009 from Moriz Piffl-Percevic (hereinafter “Moriz”) and Michael Rudolf Lanner (henceforth “Mike”), the two founders of Gebrüder Stitch, which are portrayed in the logo. They are no real siblings but chose the name “Brothers Stitch” to represent the personal and traditional craftsmanship of their product and their connection to their customers. Nowadays, the enterprise produces locally around 30-45 jeans per week and has their flagship store in the most important Viennese shopping street, and since October 2015 a second shop in Berlin. In total they employ around 25 people, eight in the production workshop, seven in the Vienna shop, three in the Berlin shop and seven in management and other functions such as design or accounting.