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In the world of fashion with all it’s short lived trends it is unusual
when customers decide to stay with one brand for a long time -
even more unusual if they decide to be loyal to a brand for a
lifetime. This only happens if the brand is “alive” - able to touch
people on a deep, emotional level and able to inspire with new
ideas again and again.
Geiger is such a brand. For four generations, Geiger has
practiced reinventing itself through constantly renewing it’s
own creativity, thus reflecting the various eras like a mirror.
From the beginning Geiger never saw it’s own roots as limiting
but rather as a solid base to develop new ideas. This is the spirit
Barbara Geiger, the company founder, introduced in 1906.
She took traditional patterns and color combinations from her
homeland Tyrol and created a new fashion concept.
At a time when “Emancipation” was just starting to become a
topic for Western Society, she was ahead of this development
and started her own business. A modern entrepreneur, she
was giving other women from her region work which allowed them
to help provide for their families and inspired others to follow her
lead. She purchased wool from local farmers and with the help of
her fellow workers created her first collection of “Höslstutzen”
(kind of leggings) and knit cardigans on manual knitting machines.
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Twenty years later Mrs. Geiger was able to hand over a small
but flourishing business to her son Peter with a product brand
already known beyond Austrian borders for it’s high quality and
alpine inspired style.
Through the following years the Geiger’s continued to prove that
they had “fashion instinct”.
In the 50s international travel and a global media network were
not yet a common source for inspiration in the fashion world.
Yet Geiger had sensational success with its brand new
“Parallelo Sweaters” and their sweaters and cardigans with
patterns inspired by the beauty of traditional Norwegian knitwear
(at Geiger known as “Isländer” sweaters) which became a must
in any trend-setters wardrobe and answered the demand from
apparel centers who had started to show interest in sportswear.
All major fashion brands must have a breakthrough in the
international fashion arena to be successful.
For Geiger this opportunity presented itself when the Austrian
National Ski Team was wearing the functional and trendy
“Norwegian Sweaters” made by Geiger for their competitions.
Winning race after race in the sports world they also raced
ahead in the fashion world.
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A moment in time topped only by the 1956 Winter Olympics
in Cortina d’Ampezzo when Tony Sailer won three gold medals
wearing a red cable-patterned sweater that Geiger had designed
for him. This earned Toni the nickname (roter Blitz von Kitz “the
red flash from “Kitz” (Kitzbühel)”). The “Sailer Pullover” was also
a winner in the “Fashion Olympics” with the media. It became
such a sales hit that the knitting machines in Schwaz were
running day and night. Geiger was now recognized internationally.
In the late 50s Yves Saint Laurent created a “Classic” fashion
trend with clear lines while at the same time Geiger in Austria
already featured its “Classic” – an elegant, charcoal gray sweater
made from the finest Shetland yarn. It was such a sales success
that retailers had a hard time keeping their shelves stocked.
Geiger’s growing success in competing in a more and more
international market is based on the family’s ability to utilize
its creativity, not just for fashion designs but also for
developing the appropriate techniques needed to optimize
the production of these new fashion ideas.
The best example for this is the innovation of Geiger Walk.
Parallel to Geiger’s knitwear the Walk jackets have become
the best known and most sought out items made in Schwaz.
In the beginning the Walk jackets were knitted measuring two
and one half times larger than the final product.
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The washing process that followed caused the material to shrink
to its final dimensions. Exact sizing could not be guaranteed
through this process. The Walk specialists in Schwaz were not
satisfied with this result. In 1958 Geiger revolutionized the
industry with the brand new idea of washing the knitted fabric
rather than the knitted garment. The fruit of their labor was an
extraordinary material: Walk fabric. For the first time ever this
fabric made it possible to cut the parts for each garment more
precisely, allowing a much more exact fit of the final product.
A process many other manufacturers have tried to copy since.
The swinging 60s were a time of fame in the international
press not only for the young English music band “The Beatles”,
but also a for the “Iceland Sweater” made by Geiger. These
colorful jacquard sweaters made from Shetland yarn caused
such fashion hysteria that additional knitting machines had to
be purchased to be able to satisfy all orders. Geiger, as the
official supplier for the National Ski Team, created a set of
sweater and cardigan in 1964 with a jacquard pattern combining
the Austrian Eagle, the Crest of Innsbruck and the Olympic
Rings: the “Olympic Look”. An outfit that received at least as
much attention in the international press as the fashion model
“Twiggy” in that year.
In more that one way did Geiger reach for new heights:
becoming the outfitter for Himalayan Expeditions in the
60’s proved that Geiger Walk and Knits were not just
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eye-catching but also providing the best climate comfort in such
extreme conditions allowing the mountain climbers to reach the
highest levels of performance. A study the Lancaster University
conducted in the Himalayans recently tested garments made
from natural fibers, similar to the clothing the British Everest-
Pioneers George Mallory and Andrew Irvine were wearing. The
results dismissed the theory that the type of clothing caused
the 1924 mission to fail but rather confirmed, that clothes made
from wool fibers are lighter weight and more comfortable than
garments made from manmade fibers.
Also in the following years Geiger stayed true to its path of
constant innovation, exciting its fans with ever new ideas. When
the concept of “Mix and Match outfits” became popular,
Geiger already offered skirts made from Loden in colors
matching the Geiger Walk jackets. These jackets featured
colorful jacquard knit fronts or structure knit sleeves for a more sporty touch. Again the success surpassed all expectations.
Under the lead of Hansjörg Geiger, the grandson of the
company founder, who in 1974 became president of the
organization, Geiger took it a step further and broke the existing
rule in fashion that two piece suits have to match in color and
material. By combining Walk jackets with skirts made from
feather light wool challis fabric in colorful exclusive prints, Geiger
set a trend in fashion liberation.
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1980 marks the year when Geiger, who had successfully
entered the US market, founded its US daughter company
“Geiger of Austria, Inc.” and one year later moved into a brand
new distribution and production facility in Middlebury, VT.
A steadily growing number of Geiger fans in the USA motivated
the company management to open the first Geiger Boutique in
New York in the mid 80’s.
And again Geiger proved successful through utilizing its creativity
to translate tradition into new trends, allowing the company to
become a global player in the fashion world.
Creativity at Geiger does not stop at fashion: In the 90’s Hansjörg
Geiger, frustrated with the lack of flexibility of the systems offered
by other manufacturers, designed a Modular Transport System
(“MTS”) for stock management and with the help of two computer
specialists turned this vision into reality. The MTS system allows
quick and easy access to individual items (no matter how many
or what size) making this system an ideal solution for a wide
range of operations.
Time and time again Geiger found international recognition due
to its creativity in Geiger’s specialty Walk. In almost every
collection, new cunning Walk varieties were introduced, which
over the years have added up to over 50 different types.
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With this innovative power Geiger has positioned itself as a leader
in the industry, transporting a rough material worn by farmers
from the alpine regions to a highly refined, luxurious fabric that
has found its place on international runways. Walk also inspired
the 4th generation of the Geiger family.
Barbara Geiger-Singer, the oldest daughter of Hansjörg Geiger,
joined the company in the 90’s. She continued the Geiger
tradition of innovation and explored the enormous potential of this
material even further, developing the “Geiger signature style”,
winning Geiger a design award in the US.
Elisabeth Geiger, the second member of the fourth Geiger
generation, came on board in 2003. As head of marketing she
consults and coordinates the Geiger Boutiques from Innsbruck
to Hong-Kong and Paris to Manhattan.
In 2003 Peter Geiger, Hansjörg Geiger’s youngest son,
joined the family team. He has taken control of the newly
owned Geiger brand “Isabella G ”.
Building this second brand allows Geiger to diversify its markets.
Walk and Knits are the key components of both, but each of
these Geiger branches is very unique in its interpretation of the
materials. While Geiger’s International Collection translates
Walk and Knits into global fashion trends, “Isabella G.” focuses
on high class “ Ethno-Style” with a handmade character.
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Also in 2003 came another milestone in the Geiger history.
Again Geiger won a DIVA award in the USA recognizing the
company’s unique design signature and confirming the
international competence of the Geiger style.
Responding to the emerging trend of “Retro” looks and
answering sports retailers’ requests for garments made from
natural fibers, in 2004 Peter Geiger decided to expand the
Geiger Collections by introducing “Geiger Active”. A sporty line
that reintroduced the looks of the pieces designed for the
Himalayan Expedition Geiger had sponsored in the 60’s.
In 2005 Peter Geiger became Vice President of Geiger, joining
his father in the task of leading the Company into the future.
Peter continued to expand the Geiger Collections by evolving
“Geiger Active” into a unique international valid “street style”
look called “Geiger free:style” using the company’s specialty
Walk and Knits.
Today, Geiger celebrates it’s 100th birthday as a fashion
company with a Collection Palette whose breadth fulfills all
fashion trends in our global marketplace.
Geiger International translates current, international trends
into luxurious Walk and Knit designs creating a cosmopolitan
style.
Geiger Country transforms alpine tradition into a rich look
fitting our day and age by using highest grade Walk, Knits
and Loden adorned with exclusive embroidery detailing.
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Geiger free:style mixes Sportswear styles with Couture
elements and glamour effects creating a new lifestyle version
of “Streetwear”.
Isabella G. and Isabella G. Kids interpret Walk and Knits to
create authentic Ethno looks with exuberant handcrafted details.
The future of the family owned enterprise looks bright: in 2002
and 2004 Barbara Geiger-Singer became the proud mother of
two little girls …
Over the years Geiger has been true to one maxim: Fashion
from Geiger never dictates but rather stimulates ones own
ideas. Originality, comfort and function are given highest priority.
Rich prints, fabric designs, knit patterns and embroidery motives
as well as specially designed buttons and belt buckles create
exclusive details that remind one of Parisian Couture.
All this results in a Geiger style with unlimited variation to create
unique looks. A perfect match for the wide range of individuals
who wear Geiger and have embraced the brand as a natural
choice to express their own style.
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