The H. Moser traditional costume company in Salzburg, which has been in existence for 90 years, becomes Felicitas. Kathrin and Sebastian Proft, who have been in charge for three years, want to use this to illustrate the reorientation of the traditional company, which is open to new things and focuses on light fabrics, color harmonies, fashionable silhouettes and the current zeitgeist.
“Felicitas proves that alpine inspirations fit perfectly into a modern woman’s wardrobe. The design team in Salzburg creates a unique signature through meticulous detail work. Selected fabrics, sophisticated knitwear, our own print motifs in cooperation with the best fabric suppliers in Europe, the focus on natural materials – there is passion and savoir faire in Felicitas,” explains the label in a statement.
Sustainability is also important, which is why organic cotton, linen, tencel and viscose are used. The proportion of organically certified and tested sustainable materials will be around 70 percent in spring/summer and should continue to be consistently increased; Woven and dyed mainly in Europe.
For spring/summer 2023, the label promises floral patterns in bold colours, supplemented by denim blue and melange grey, purl-purl knitwear in a slanted gradient, pullovers with bow-tie plushes and blazers with a distinctive button placket and voluminous sleeves.
“The typical tucks of the men’s path as a casual style element for a casual linen day dress, cowboy blouses with a white floral structure, high-waisted trousers and cropped knitwear with oversized sleeves. T-shirts with short sleeves and long mother-of-pearl buttons and mouse teeth on the hem, mariniéres in fresh green-beige and a cropped shape, 7/8-length trousers with a side button inspired by knickerbockers,” according to the label’s preview.
In the future, Felicitas will be offered as a specialist retail collection with four annual delivery dates alongside its brother collection, Hans. For this purpose, the name will be changed in October and from November the collection will also be available to end customers as Felicitas. The two brands currently serve around 120 customers in upscale specialist retail.
The separation from the H. moser brand name is expected to be completed by the end of 2022, when the naming rights will be sold back to the Salzburg Moser family, the previous owners of the brand. Under the name Moser Salzburg, she will run independent traditional costume and outlet shops in the Salzburg area; However, there is and was no business connection with the well-known Moser brand in Bavaria, which is represented at various locations with traditional costume shops.
“We get along well with both of them, but a collection as strong as ours naturally develops a claim to uniqueness. We have redefined so much within the company and changed it for the better that it was quite natural to also give this brand’s new self-image a distinctive appearance. We have already tested it on a small scale with Hans, now the second step follows with the women,” explains Kathrin Proft in an interview.