Designer-Interview with Amsel

There are a few of Trachten labels in Bavaria. Some classy, some oldschool but only a few more fancy. We wanted to know more about the latest one, Munich´s Amsel. Read our short chat with Alexandra von Frankenberg, the Founder and Creative Director of Amsel. 


Another Trachten label… What´s special about yours? 

The perfect mix between young, modern and traditional design combined with classic patterns and the fun to produce quality – not consumer products –  is definitely one of the reasons why we are different to a lot of other labels which are on the market right now. The inspiration of Amsel is not only based on bavarian, typical „Trachten“ clothes – we always try to put the right touch of „alpine lifestyle“.

The 3 creatives behind Amsel: Philippos (CEO), Alexandra (Designer), Philipp (Marketing)


How did it all start?

Everything started in 2010. I was fed up of working in companies sitting there  from 9 to 5 and not getting any chance of promotion prospects. If I look back, I have to say I was very naive when I think about quitting my safe job and starting my own fashion brand. But with a lot of power, endurance, fun, courage, know how and of course my family, I think we made a pretty good job so far. It is still a long way to go, but I am looking forward to it.


Any big barriers you had to handle in running a young fashion brand?

Oh yes, there were many. Starting from getting money over to persuade different retailers and customers as well as providing the best possible quality. These are just a few to mention.


Was it a big shot for your brand that Bastian Schweinsteiger wore your trachten hoodie?

Of course it was.  He is one of the greatest soccer players in the world. We were very lucky that he was so avid about our products, especially with our “Trachten Hoodie”. Because of him – wearing the hoodie at the championship party and at the Oktoberfest – we were not only able to sell a huge amount of hoodies, but also received  lot of PR which helped our label to get  into more exclusive magazines, blogs, etc.


What can we expect for 2016? Any creative news?

There are so many ideas and plans for 2016. For example, we are planning to design – besides our existent products –  complete new styles and new product categories as well as very interesting and creative cooperations with local brands. It is going to be a year full of creative ideas! 

Visit the Amsel & Friends store in Schwabing (Adalbertstr. 14)

Open from 11.00 to 19.00. Saturdays until 18.00

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