Store News & Events

20 Years Geiger of Austria
A Success Story

There are certain things, which are valid irrespective of time and place. The Geiger style is one of them. It is distinctive and has a natural way of giving an independent and international interpretation to very modern trends in Walk (boiled wool), characteristics, which can be understood throughout the world. In 1975, when Alice and C.J.Neil Kvasnak started to offer Geiger articles to retailers as well as in their boutique “Skihaus in the Heart of Middlebury” in Vermont/America, it came as no surprise at all that the fashion ideas from Schwaz experienced a remarkable vertical takeoff.

Already in the first season a few thousand Geiger models were sold. Within a short time, the enthusiasm of the American customers for the Walk trends from Austria led to a Geiger boom. The fashion from Schwaz soon became a cult, so that the Americans started to say, “it’s a Geiger”, when referring to a Walk jacket. “To produce in a place where the people who wear it live” has always been a leitmotif of the Geiger philosophy. It was the only logical thing to do when the company boss, Hansjörg Geiger, decided to also take on this social and entrepreneurial responsibility in the American marketplace. In July 1980 the foundation for the company building of the daughter company “Geiger of Austria” was laid in Middlebury, and as early as the beginning of 1981, production started.

The American daughter company worked along the same principles, which formed the basis for the success of the Austrian parent company: the most modern technology was the background for traditional handiwork. The approx. 400 exclusive boutiques, with which the US distribution network was initially built, just about snatched the goods from the hands of “Geiger of Austria”. The demand was so great that in 1987 the company headquarters in Schwaz decided to dare take the step and enter into the den of the American fashion lions and to open its own boutique in the heart of Manhattan: 505 Park Avenue. Here as well, it very soon became apparent that the exquisite and natural Geiger style not only fitted perfectly in the American way of life but also in that of New York; from the business and society woman to the disco lady, everyone loved the fashion ideas from Schwaz and its marvellous Walk qualities which can even be worn next to the bare skin.

Last but not least, the diversity also contributed to distinguishing the Geiger style. For whether it is worn with a jeans outfit, with a business suit or with an evening ensemble, Geiger Walk can be combined with everything and gives each look that special something of fascinating individuality.

In 1996, even the Chicago Apparel Mart jury realised this when they awarded Geiger the much-coveted Guest Designer award. As organisers of the acclaimed “Collections” shows, they are regarded as one of the key institutions on the American fashion market. As a trendsetter of the American fashion scene, they appreciate the international flair of the Geiger style and its ingenious combination concepts utilising the finest fabric’s nature has to offer.

In the year 2001, “Geiger of Austria” not only marks its 20th anniversary with a special celebration but it has also established itself with a distribution network of approximately 600 boutiques in the otherwise very difficult American fashion market, a great feat for European companies. With about 60 employee and a production area of 5.000 m2, today “Geiger of Austria” contributes to no less than 25% of the total Geiger turnover.

A success which is also based on the close and friendly cooperation of the Austrian and American “Geiger people” who see to it that the charm of the “European touch”, which is what Americans love about Geiger, remains attractive.

This article was published on the FashionUnited website.

Read more about Geiger of Austria news on the James Store website. You will soon be able to purchase Geiger clothing online as well from our online store.