G-Lab
"We are more relevant than ever"
For over 15 years, G-Lab has been synonymous with jackets that combine design, functionality, and quality. In this interview, Björn Gericke and Barbara Kühne talk about why genuine brand identity is more important than ever and what accounts for G-Lab's growing success.
G-Lab seems like a brand that stays true to itself. Is that really the case, based on your perception?
Björn Gericke, founder and CEO: Absolutely. We make products that we personally stand behind. Our attitude toward style and lifestyle is evident in every collection.
Barbara Kühne, Head of Marketing: We don't stage things, but stand for an extremely clear and honest opinion on style, materiality, and the reality of life. Every piece shows that. Design is a key differentiator; our signature fabrics are unique in terms of both feel and appearance. Their functional benefits are not immediately apparent at first glance—but you can feel them right away.
Björn Gericke: Design, function, and materiality are inseparable. We don't use standard sports fabrics; we take the opposite approach. First comes the design, then we develop the appropriate outer material and refine it with our functionalities such as waterproofing, windproofing, and breathability. To achieve this, we primarily work with recycled or natural materials. We love high-quality design and, as a brand, we are clearly purpose-driven.
How can one imagine that?
Barbara Kühne: We design based on real needs. That's how the brand came about: Björn couldn't find a jacket that combined designandfunction. This approach still defines us today. What do you wear when you sit on a playground bench for hours, cycle a lot, travel through different climate zones, and don't just want to be dressed functionally? Our women's collection now also includes day-to-night pieces—more elegant jackets that you can also wear when going out in the evening.
What makes G-Lab a specialist retail brand?
Björn Gericke: First of all, of course, the success that retailers are currently enjoying with us. Our product meets today's lifestyle needs more than ever before.
Barbara Kühne: And the fact that we are very close to our partners. We provide regular training. The best way to understand our product is to touch it and wear it.
What has happened in sales?
Björn Gericke: A few years ago, we made a conscious decision to consolidate and withdraw from some markets in order to focus on Germany, Austria, Switzerland, and France. This has paid off: France is developing very strongly, and Germany, Austria, and Switzerland are growing at a mid-double-digit rate. We are now reopening new markets very selectively.
Barbara Kühne: At the same time, we are increasing our visibility. Last year, we had our first pop-up on Sylt with Michael Meyer, which was a great success! We want to build on that and are currently preparing further concepts with retailers.
The umbrella term for our issue is "realness." What does it mean to you?
Björn Gericke: That's our core: an honest product—timeless, functional, high-quality. We stand for favorite pieces with functional elegance and understatement. For us, realness means substance instead of show. We don't pretend—what you see is what you get. Our partners appreciate that.
