Kaspar Frauenschuh: "We are always inspired by our alpine surroundings and want to create an atmosphere that suits Kitzbühel. Our store radiates warmth and well-being, which is why we have used tactile materials such as wood, deerskin and loden." © Gartner Mathaeus

At the age of 19, you turned your parents' leather factory into a fashion store. How did this come about?
The origin of our family business was my parents' tannery, which was known for its tailor-made leather clothing. The values of quality and craftsmanship fascinated me and I found them again in ready-to-wear collections in Milan and Paris. In the 70s and 80s, I brought numerous renowned brands such as Armani, Jil Sander, Prada and Helmut Lang to Kitzbühel.

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In the 90s, you then launched your own women's shoe collection ...
Frauenschuh was born out of the idea of developing high-quality clothing that suits the lifestyle of its wearers and accompanies them in the alpine environment of Kitzbühel. We don't want to consume resources unnecessarily, have no toxins in our clothing and only use short distances.

"For me personally, luxury is in the details - a special feel, high-quality materials and careful workmanship - and not in big logos."

A few years ago, your website said "Born in Kitzbühel, made in Austria" - is that still true?
The basic idea was "made in Austria" because we attach great importance to a low carbon footprint. That hasn't changed; we still produce in small, family-run factories in Europe, primarily in Austria and Italy.

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More and more luxury boutiques are opening in Kitzbühel, most recently Dior, and Louis Vuitton is currently moving into a large store. How do you see this?
This development shows that Kitzbühel is still a very special place in the middle of the Tyrolean Alps and remains a meeting place for people from all over the world. For me personally, luxury lies in the details - a special feel, high-quality materials and careful workmanship - and not in big logos. Luxury is also reflected in individuality. Our "very special pieces" are not mass-produced, but made in limited quantities.

"Our five most important values are authentic design, family, people, function and ecology. You can recognize Frauenschuh products not by the label, but by the craftsmanship and the silhouette of the outfit," explains Kaspar Frauenschuh. © provided

There has also been a women's shoe store in Munich since 2022. Do you have any further expansion plans?
I've always managed the company in the spirit of steady but sustainable growth. We don't have an investor and are a conservative, healthy company.

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What about the succession?
My son Simon took over the management last year and lives the Frauenschuh philosophy with heart and soul. He runs the company according to our values, but in the context of the current times. He works side by side with his siblings Lauren, Marie and Jakob and his cousin Elisabeth, who support him in various areas. The young entrepreneurial energy and the education and love for the business of our next generation, combined with decades of experience, are our greatest assets.

Frauenschuh
Josef-Herold-Straße 13-15, 6370 Kitzbühel
Tel.: +43 5356 64261
Web: frauenschuh.com

Read more: Andreas Kronthaler: A Tyrolean in fashion