Silent Luxury

At a time when there is no single trend: What do you focus on at Hiltl? What provides orientation?

Thorsten Grönlund, CEO Hiltl: "As a traditional company with a 70-year history, trends are not our guiding principle. We define our brand through values such as quality, workmanship and fit. This is also the reason why Hiltl customers are very loyal to our brand.

Overall, however, we are noticing that the shift in silhouettes towards wider trouser shapes is currently driving sales.

In womenswear, there is a move away from logos and hype; the winners are brands that reflect personality and lifestyle. Are you observing a similar development in menswear?

Here too, our history is an important factor in building trust with our customers. We have never been loud and never will be.

The Silent Luxury theme certainly reflects the brand effect of Hiltl trousers very well. However, I can confirm your statement that there is an overall shift away from "over-branded" fashion.

What do successful brands do right?

They keep their brand promise, whether it's quality, fit, style or exclusivity.