"Six bottles of Hohenloher Schnapps for six pairs of American jeans"

It all started in 1932 when Luise Hermann founded L. Hermann Kleiderfabrik as a clothing factory in Künzelsau Germany.

Her plan was simple, to support her husbands waining timber business through producing basic work clothes. Luise learnt to cut fabric to size and sew from her sister Emma who had a clothing factory nearby. With just six seamstresses on the first floor of her house Luise Hermann began the business.

After the end of the Second World War future son-in-law Albert Sefranek joined the company and married Luise's daughter, Erika Hermann. Being a family business Luise's son Rolf Hermann also supported his mother with his great technical talent in clothing production, but it was Albert Sefranek who saw it as his duty to build up an individual sales department for specialist work clothing stores.

It was about this time that Albert by chance had the opportunity to swap six bottles of Hohenloher Schnapps for six pairs of "American jeans" however after the initial shock from Albert's stepmother Luise he explained his plan to use newly acquired garments as a template to develop the first European jeans. Albert's stepmother Luise was still horrified at the vulgarly of tight trousers, leading her to initaially refuse production. However this new type of trousers sparked far more interest than initially expected and her son-in-law came back with an initial order for 300 pairs of American trousers.

In a time when women predominantly wore skirts, dresses and occasionally suits, the addition of a pair of women's jeans was an absolute sensation. As a justification, these new garments were called "girls camping trousers" because everyone could appreciate that a pair of work trousers were more suited to camping than a dress or suit.

At the time the American way of life inspired much of Europe and was becoming increasingly popular. Albert Sefranek decided the brand name MUSTANG was to be internationally registered and trademarked. The name symbolises the freedom of America's Wild West and is easy to pronounce in both German and English. For the company logo, the stylised horse based on the Mustang was chosen. A high-priced pair of MUSTANG jeans cost around 20 marks at the time but soon people bought into the brand. It was a sure way to get a slice of the freedom plus a quality piece of clothing. Finally the jean was brought to Europe.

Today MUSTANG produces various denims including high-end vintage washes produced completely water-free which are made using special treatments by carried out by hand.

Over-rider top left is printed on recycled card by us.

For more information on the brand visit MUSTANG

Images courtsey of MUSTANG, trims by L. Carless