The Austrian clothing brand Habsburg is back. The relaunch went ahead Change of ownership after bankruptcy ahead of the mark in July last year.
On Monday, the entrepreneurs and new owners Markus Meindl and Michael Rumerstorfer presented the new collection for the autumn/winter season 2024 at Leopoldskron Palace in Salzburg, as the clothing manufacturer announced.
In keeping with the traditional costume provider’s design tradition, the new women’s and men’s collection also consists of high-quality materials such as wool, corduroy, suede, cashmere, silk and velvet. The brand DNA is also reflected in the use of “hunting-historical” patterns such as Toile-de-Jouy, Habsburg Ikat, herringbone and check, which have been reinterpreted for the coming season.
The collection includes jackets, vests, sweaters and coats for men and women in earthy tones, complemented by models in bold red and purple.
“Due to the industrialization of fashion, keyword fast fashion, the connection to the ideal, emotional and actual value of clothing items has been lost. Habsburg offers an alternative to arbitrariness, the brand is a cultural ambassador for fashion with a sense of proportion and stylish elegance, which is deeply rooted in our cultural identity and is not deterred by the shortness of fast trends,” said co-owner Meindl in the statement.
“In the era of real time, which is increasingly shaping and changing consumer behavior in every area, Habsburg’s attitude meets a longing. Our task is to preserve this proven quality, to carefully adapt it to the requirements of the time, to convey what is special about the brand to the outside world and to build bridges to those who appreciate this quality,” adds Rumerstorfer.