Tradition in style
Edelweisshemd 2.0 Stockberg Design turns Swiss traditional items into fashion cult objects by linking custom with modern design. TEXT: CORNELIA BRELOWSKI I PHOTOS: STOCKBERG
The new label translates Swiss tradition into modern design by developing pieces of traditional clothing and accessories that are tailored (in the true sense of the word) to match clientele in a vivacious and modern manner. The hip fashion label thus produces traditional Swiss clothing with a trendy edge for fashionconscious people. Stockberg is especially focusing on traditional items of Swiss Alpine Farmers, turn14 | Issue 56 | November 2017
ing them into cult fashion objects. Consequently, their reinvented apparel and accessories, such as the ‘Edelweiss’ Shirt, Pointed Hat and Appenzell ‘Chüeligurt’ belts, reach a much broader range of customers than ever before. ‘Back to the roots’ attitude Even though Stockberg aims at a modern clientele, a strong link with its Swiss origins is mandatory for the label. All pieces are crafted in Switzerland and the Stock-
berg ‘Edelweiss’ shirt is currently the only one on the market made from original Swiss ‘Edelweiss’ fabric. Stockberg thus stands for sustainable and fashionable clothing inspired by Swiss tradition: With a ‘remedy’ of 40 per cent tradition and 60 per cent fashion resulting in 100 per cent style, the label convinces with modern cuts and designs, creating a truly unique look and fashion experience. Honoring origins in a globalised world Founder Felix Büchi recalls: “After several long-term stays abroad, my wish to create a tradition-related type of clothing crystallised as a counterpart to the fast-paced, globalised world that we live in.”