This traditional family-run company in the town of Schwaz is the perfect proof that some fashion is truly timeless. One of its most famous models was the famous Austrian skier Toni Sailer, who wore a custom-made Geiger pullover way back in the 1950s.
When it comes to fashion, we are living in a time when pretty much anything and everything goes. In fact, it seems like we have been through almost all trends imaginable, and even a style faux-pas can become a trend in itself if it is presented with enough character and confidence. While this type of fashion goes in cycles, there is another type which – as the name suggests – has always been and will always be at the cutting edge: timeless design. One of the finest proponents of this is Geiger Moden from Schwaz. Indeed, this traditional family run business has made such a name for itself around the world that the Americans even refer to a wool jacket simply as "a Geiger".
Geiger fashion on top of the world
Four generations of Geigers, beginning with Barbara Geiger in 1906, have managed to make this typically Tirolean knitwear and boiled wool clothing trendy and much sought-after around the globe. One of the secrets to their success has been clever marketing. Toni Sailer gained fame in the 1960s as the "roter Blitz von Kitz" ("red lightning from Kitzbühel") not least thanks to the elegant red Geiger sweater designed just for him. In the 1960s, Geiger supplied several Himalaya expeditions with clothing for the most extreme conditions on Earth – proof that the smart knitwear from Schwaz was just as functional on top of the world as in the office or when out and about in the city.
Today there are Geiger shops in many European countries as well as the US, Canada, South Korea and Taiwan. But the small town of Schwaz in Tirol is the only place which Geiger calls home.
When it comes to fashion, we are living in a time when pretty much anything and everything goes. In fact, it seems like we have been through almost…