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Start 1932 1945 1948 1953 1958 1974 1989 90er 2000 2004 2007 2012 2013 2014 Heute


an honest story

MUSTANG is a traditional brand that delivers fabric for jeans, as well as all kinds of material for great stories ...

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Luise Hermann

Luise Hermann founded L. Hermann Kleiderfabrik in Künzelsau, Germany, in the former principality of Hohenlohe, to financially support her husband, whose timber business was stagnating. This is how Luise learned to cut fabric to size and sew from her sister Emma, who had a clothing factory nearby. With just six seamstresses on the first floor of her house, Luise Hermann began producing work clothes.


The second Generation

After the end of the war, future son-in-law Albert Sefranek joined the company and married Luise's daughter, Erika Hermann. Son Rolf Hermann also supported his mother with his great technical talent in clothing production. Albert Sefranek saw it as his duty to build up an individual sales department for specialist work clothing stores.

However, because his range was similar to products already introduced by competitors, he went looking for a product that would set him apart from the competition. He was searching for something totally new that would open doors for him ...


Six bottles of Schnapps for six pairs of Jeans

At this time, a portion of Albert's target customers were stocking so-called "StEG" goods: American army equipment that was sold in "US shops" after the withdrawal of American troops. As the GI's work trousers, jeans were also a component of army equipment. One of the customers buying StEG goods advised Albert to try these trousers again, and gave him the address of a bar in Frankfurt, near the central station, where mostly GIs socialised. Albert made a deal with one of the GIs, which would change his life later on:

he swapped six bottles of Hohenloher Schnapps for six pairs of "American trousers" and used these as a template to develop the first European jeans. Albert's stepmother Luise was horrified at the, for those times, almost vulgarly tight trousers, leading her to refuse to produce them to begin with. However, this new type of trousers sparked far more interest than initially expected and her son-in-law came back with an initial order for 300 pairs of American trousers.


Jeans for Women

In a time when women predominantly wore skirts, dresses and suits, a pair of women's jeans was added to the product range, which caused an absolute sensation. As justification, the trousers were called "girls camping trousers", because everyone could appreciate that a pair of work trousers were more suited to camping than a dress or suit.


American Way of Life

Inspired by the American way of life, which was very popular at the time, the brand name MUSTANG was registered and trademarked internationally. The name symbolises the freedom of America's Wild West and is easy to pronounce in both German and English. For the company logo, the stylised horse based on the Mustang was chosen. A high-priced pair of MUSTANG jeans cost around 20 marks at the time.


The third Generation of Owners

Heiner Sefranek marked the third generation of owners in the company. After his business administration studies, he mainly worked in the Marketing, Sales and Collection departments. There were new innovations, particularly in the Collection department – used and stonewashed finishes emerged and MUSTANG was the frontrunner for industrially pre-washed jeans.



In autumn, MUSTANG acquired the franchise for JOOP! Jeans from JOOP! GmbH (with Wolfgang Joop and Herbet Frommen as owners). This allowed the company to lay the foundations for one of the most successful designer jeans developments in Europe.

Die 90er

The Gold Record

For the promotional film "Mustang jeans never die, they just fade away!", Heiner Sefranek purchased the rights for MUSTANG to the song "Living for tomorrow" from the Scorpions. He then published the song as a CD, which went on to sell over 500,000 copies, bringing him and MUSTANG a gold record.

MUSTANG was the main sponsor, together with the music channel MTV, for Germany's largest rock festivals, Rock am Ring and Rock im Park. He also established the music format JAM (Jeans And Music) with the music channel VIVA. The show portrayed the world's most famous bands, from Bon Jovi to Aerosmith and Nirvana.


Bogner Jeans

MUSTANG has acquired the production and distribution franchise for Bogner Jeans, thereby reinforcing the expertise of this denim specialist from Künzelsau in the high-price premium market. Characterised by its passion for luxurious, authentic denim looks and glamorous lifestyles, the collection from Bogner Jeans is an expression of contemporary life in a dynamic world. The repertoire of styles stretches from nonchalant casuals to luxurious jeanswear with perfect fit and optimal materials.


Own Stores

MUSTANG decided to introduce area management concepts and mono-brand stores. MUSTANG's own stores were necessary to gain a foothold in new, rising markets, especially in the east and southeast. This concept was the right step to take and initially proved very successful and stabilised turnover.


The Founding of the Museum

The interactively-designed MUSTANG Museum was opened in Künzelsau for the company's 75th anniversary. In light of this memorable date, Heiner Sefranek had the idea of constructing a museum in the impressive villa that belonged to the company's founder at 10 Austrasse, Künzelsau. This museum would tell the story of Europe's first jeans manufacturer using interactive multimedia. At the same time, it also offers comprehensive, interesting information about the founding family, the product and its technical and creative aspects, its marketing and the many communications highlights that have brought it a high degree of recognition.


Dietmar Axt became the Managing Partner

In January, Dietmar Axt became the managing partner of the MUSTANG Group and brought the wholesale business and historic ties to specialist retail back into the foreground. In April Heiner Sefranek shifted from the management to Chairman of the Advisory Board. A new corporate identity was designed for the brand in the same year – the core product returned to the centre of the brand statement and the logo was expanded with the tagline: "true denim".


Sansibar Denim

In July the MUSTANG Group and famous Sansibar restaurant on the island of Sylt signed a licence agreement for the joint jeans collection, Sansibar Denim. Two months later, MUSTANG presented the first high-end vintage washes produced completely water-free, which are made by using special treatments by hand. This totally new procedure was developed by MUSTANG and is called "Waterfree".


Death of Albert Sefranek

In March MUSTANG mourned a bitter loss: the founder of the company, Albert Sefranek, passed away aged 93. "Albert Sefranek was the man who brought jeans to Europe. He was an entrepreneurial legend, without whom the success of the MUSTANG brand would be unthinkable", explained CEO of the MUSTANG Group, Dietmar Axt. The entire workforce mourned this great loss – the man who essentially formed the MUSTANG brand, both as a person and an entrepreneur.

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