GARDEUR
THE DISTINCT
SMALL “G” IS
SYNONYMOUS
WITH QUALITY
TROUSERS FROM
GARDEUR
A
SUMMARY
The tradition-rich Atelier Gardeur based in the tex-
tile center Mönchengladbach can look back on a
long, sometimes turbulent history. In connection
with the anniversary the brand is reinventing itself.
In 1920, the family-run business Dieter Janssen &
Co. was founded as a manufacturer for outerwear
in Mönchengladbach, Germany. Since the late 50s
the company specialized fully in producing men’s
trousers. Germany then sees the first dedicated
trouser brand established: Gardeur.
In 1974 production starts at the company’s own
factory in Tunisia, and a little later Atelier Gardeur
launches the first trouser's collection for women.
The company grows further and establishes its
first logistics center in Mönchengladbach in 2000.
In Tunisia, Gardeur expands its engagement in
2006 by building a new center for manufacturing,
administration, logistics and training purposes.
Atelier Gardeur becomes the first textile manufac-
turer to launch denim pants made of fair-trade cot-
ton in 2007.
In December 2017 the Dutch Duijndam Group takes
over the tradition-rich company and shape it up for
the future. The two entrepreneurs Steef Duijndam
and Thomas Kültz brought about a step change at
the company in 2018 and 2019 in order to meet
the demands and expectations of the customers.
After this turning point Germany’s oldest trousers
specialist is now geared up for the future.
To mark the anniversary the company will now
also lose the “Atelier” in its name. In future the
brand will revert to its original name registered in
1969 – and will be known simply as “Gardeur”.
The new logo will also make reference to its histo-
ric origins: written in lower case with the distinct
small “g” that was already deemed synonymous
with quality trousers from Mönchengladbach in
the past.
The new brand appearance developed jointly with
Schwitzke ID from Düsseldorf is contemporary,
no-frills, clean-cut and above all: memorable.
The new storytelling is a re-interpretation of the
brand’s inherent DNA. Gardeur focuses on being a
specialist in its field and with self-confident, com-
petent and cosmopolitan communication Gardeur
wishes to make the brand coveted again and reach
out to new target and style groups.
Customers will be addressed primarily through
their fashion and style consciousness as well as
their expectations in terms of quality, fit, and a
fair, sustainable production. According to Gardeur,
customers’ age is of secondary importance, since
style and a passion for fashion are not a question
of age.