Exit
with athletic wear; and the brand’s
signature car coats for both men
and women, all presented in blacks,
greys and dunes, a tonal take on the
Bauhaus color block.
“I’m always looking for new and
innovative materials,” Steinbruck
said. “We played the leather like a
fabric, and treated it like any other
material rather than being afraid of
it because it’s leather.”
But it doesn’t come cheap. The
leather dress, for instance, will retail for upwards of $2,300, with the
car coats coming in at just under
$1,300. Polo shirts sell for around
$200, and the collection’s most
expensive piece—a detailed men’s
leather field jacket—is priced at
more than $2,500.
STYLE
The company recently opened
its biggest retail store yet—a 2,700
square-foot boutique in New York’s
fashionable Soho district—and
plans a major retail expansion, with
eyes toward opening hundreds of
retail stores worldwide. Women’s
shoes and handbags are next, and
Steinbruck aims to present the
brand’s first runway show at New
York Fashion Week next year.
“We want to make this brand
a key player in the luxury industry for men and women,” he said.
“You have a lot of fashion brands
but you don’t have a real lifestyle
brand out of Germany. We are the
only brand in the market, and we
see ourselves as the only German
luxury lifestyle brand.”
Steinbruck’s job now is to make
fashion editors, buyers and
customers see that as well.
HUFFINGTON
10.21.12
From left
to right:
asymmetric
sports jacket
in black
($2200);
windbreaker
zip in stone
($2500);
leather shift
dress in dune
($2300).