The last Oktoberfest weekend is just around the corner. What is a curiosity for the rest of Germany is, well, dead serious for the people of Munich. From an economic point of view, the festival is also a major event. In 2018, the Oktoberfest brought more than 1.2 billion euros into the coffers of Munich residents, as the economic department of the Bavarian capital announced. Hotels are therefore the biggest beneficiaries. After two editions were canceled due to corona and 2022 did not go as well as hoped, there is a positive trend this year. At halftime there were 3.4 million guests. This exceeds the pre-Corona figure from 2019, where 3.3 million were counted in the first few days.
Back to normality for the Oktoberfest, and as we all know, after the Oktoberfest is before the Oktoberfest. If you would like to find out more about trends and labels for the next issue, we have put together three traditional costume labels that skilfully combine style and tradition.
1. Cocovero
The founders of Cocovero are Constanze Schnitzler and Veronika Stork. Cocovero relies on high-quality fabrics, careful workmanship and attention to detail. The label is characterized by traditional costume designs with modern elements that are inspired by current trends from the fashion industry. In particular, the label’s statement dirndl blouses, which are color-coordinated with the dirndl, have voluminous sleeves or are made of chiffon, are a must-have for the brand.
About Cocovero:
- Founding year: 2011
- Target group: The label is aimed at fashion-conscious women who follow current trends via social media.
- Points of sale: In our own online shop via cocovero.com, in the flagship store in downtown Munich. Also available from Breuninger, KaDeWe, Ludwig Beck, Oberpollinger.
- Collection size: The collection includes women’s, men’s and children’s items and, in addition to dirndls, also a traditional clothing line for women. In total there are more than 50 different dirndl models.
- Production: Cocovero sources all materials from the EU and produces within the EU. The Leni lace blouse is a more sustainable product. Fabric scraps that arise during the production process are further processed into yarn, so that waste-free production of the lace is achieved. All products are packed in biodegradable polybags: by adding a special additive, the synthetic structure of the plastic is broken down and the plastic can be completely composted.
- Price points: Dirndls for women cost around 600 euros, blouses start at 99 euros
- Bestseller: Tone-on-tone dirndl with velvet bodice in clear colors, dirndl with pleated skirt, dirndl blouses made of white lace with long sleeves and neckline
- Measure: Salt Salzburg traditional costume fair twice a year
2. Kinga Math
Kinga Mathe came to Germany from Hungary at the age of 13. An invitation to a traditional costume ball in Kitzbühel in 2007 was the beginning of her love for traditional costume design. Her eponymous label emerged from the idea of designing her own dirndl. Since then, it has offered classic costumes for men and women, interpreted in a modern way and manufactured to the highest quality. All dirndl models have seam allowances on the inside. This can be individually adapted to the needs of our customers and guarantees the perfect fit.
3. Naaina X Steingraber
Naaina X Steingraber (NXST) combines traditional tailoring with contemporary taste and sophistication. In this way, elements of craftsmanship are placed in a new context. The label places high demands on designs and quality. A creative collaboration between Alexandra Keil and Katharina Steingraber is behind Naaina X Steingraber (NXST). The Naaina women’s collection focuses on feminine and feminine designs, while Steingraber gives men’s fashion new impetus. The collections contain the worlds of the two designers, but also the love and tradition of those who once developed the craft.
About Naaina X Steingraber:
- Founding year: 2022
- Target group: With our collections, the label serves women and men whose clothing should reflect sophisticated values and demands.
- Points of sale: Trachten Greif in Rottach-Egern, currently also at Ludwig Beck in Munich and at the Super Mountain Market in St. Moritz. NXST is currently available online in the Trachten Greif web shop.
- Production: Craftsmanship that has been handed down over centuries demands the highest quality. That’s why Naaina X Steingraber has their collections manufactured in medium-sized Bavarian companies and Italy. Only high-quality fabrics from Italy – such as Loro Piana – from Austria and Switzerland are used. The pattern development takes place in the in-house studio.
- Distribution: Inquiries via [email protected]
- Price points: Silk blouses around 400 euros, short jackets around 700 euros, men’s shirts around 200 euros, jackets around 600 euros.
- Bestseller: The bestsellers for women range from our Antonia silk blouse and Valerie short jacket to the Miriam bodice (made of linen or leather) and the Valea blazer. For men, in addition to the Finn stand-up collar shirt and the Vitus linen jacket, the focus is on the classic Valentin jacket.
