Gebr. Wilke Lifestyle Laboratory & Seven8Six
Three New Menswear Concepts
With the new brands Drey Dweller, Trick & Treat, and exl&, Gebr. Wilke Lifestyle Laboratory and its distribution partner Seven8Six are launching three focused menswear concepts.
The goal is to offer the premium menswear market and specialty retailers an alternative to extensive full product lines.
“In a market increasingly characterized by oversupply and interchangeable collections, we deliberately focus on clarity, focus, and relevance. With three distinct brands, selective distribution, and attractive retail potential, we are creating new opportunities for differentiation,” explain Dennis and Yves-Oliver Wilke. For years, the brothers have been synonymous with market-oriented product development and consistent product expertise through their label Brosbi.
Each of the three brands focuses on a clearly defined product category: Drey Dweller offers a premium jersey collection with an emphasis on quality, craftsmanship, and comfort. Trick & Treat is dedicated exclusively to T-shirts and reinterprets this core product with creative prints and bold statements. exl& (pronounced “excellent”) rounds out the portfolio with a modern performance capsule collection that combines functionality, comfort, and contemporary silhouettes.
What all collections have in common is a deliberately streamlined range with strong visual impact. Instead of large collections, each brand features just 10 to 20 styles, complemented by select lifestyle products such as caps and bags. This creates clearly positioned product lines with high recognition potential for retailers and consumers alike. For specialty retailers, these concepts promise not only clear positioning but also above-average margins.
Distribution is handled exclusively and selectively by Seven8Six. Founded by Daniel Schmidt, the studio combines brand development, sales expertise, and business development. After holding leadership positions at Hugo Boss and PVH, Schmidt is pursuing a partnership-based approach with Seven8Six that focuses on relevance, sustainable value creation, and economically viable concepts. “The market doesn’t need more extensive collections, but rather focused concepts with a clear identity, compelling product quality, and an attractive economic foundation for retailers,” says Schmidt.
The order period for Spring/Summer 2027 runs through August 12, 2026. The collections will be presented to selected retail partners at the Munich showroom.
