150 years of shooting
From opa underwear to the trend: So Feinripp should be cool
From the underwear of the grandfathers to a style piece? Feinripp is considered the textile of everyday German culture. However, traditional manufacturers have to fight for the young target group.
Hardly any fabric is as deeply linked to everyday German culture as Feinripp. In 1923 the cloth manufacturer Schiesser launched the elastic, shape -stable structure and thus shaped generations. Feinripp is considered a cipher for reliability – but also as a symbol of bourgeoisiness. So how do you dust the image to score with the young generation?
In the anniversary year for the 150th anniversary of the company, Schiesser Feinripp wants to bring from the parents’ warring cabinet to the shared apartments and student stalls. 80 percent of the current shooting customers are 40 to 60 years old. The manufacturer wants to significantly increase visibility among the younger ones.
The company has belonged to the Israeli textile group Delta Galil since 2012. According to the management, Schiesser was able to grow in the 2024 financial year and generate over 200 million euros in sales.
Linen is said to be a lifestyle product
The traditional brand from Lake Constance wants to rely on influencers in the future. “In 2025 we implemented two large creator events in Radolfzell, produced content for all channels and our icon, the ribbed tank top, re-staged as a style-piece,” says managing director Sonja Balodis. It is not about finding a person as a leading figure. “We deliberately rely on a changing selection of characters.”
But not only advertising, but also the underwear itself should become more contemporary. Translated this means for the products: “Modern silhouettes, clean looks and limited collections,” explains Balodis, which has been managing the manufacturer since March. “The anniversary collection shows exactly the principle: tradition meets zeitgeist, iconic rib in fresh interpretations.”
Industry with stable growth
The laundry market in Germany is stable despite continuing crises and retention of buying. According to an analysis by the IFH Cologne trade research institute, the industry recently recorded slight growth. Premium segments and loungewear are particularly in demand – i.e. clothing for home, while classic basics still run reliably.
The industry was able to implement more than 5.6 billion euros last year. That is around one percent more than in the previous year. For 2025, the market experts also expect moderate growth of 1.1 percent. Men’s wash makes just under half of the sales that are generated with women’s laundry.
Innovation pressure and online competition
The online trade play an increasingly important role in the laundry market, says Hansjürgen Heinick from the IFH Cologne on the occasion of the publication of the study. “In addition, Asian online marketplaces such as Temu and Shein push on the market, which should further tighten the competition.” Social media and increasing sustainability awareness would shape the buying behavior. In view of these changes, the manufacturers would have to come up with something. “If you are not acting now, despite market stability, risk falling back in the competition.”
International brands like Calvin Klein play with lifestyle and sex appeal, for example, while start-ups like Organic Basics occupy the topic of sustainability. Schiesser, on the other hand, tries to emphasize his core: “Originals for Originals” is the leitmotif that should highlight authenticity and durability.
What the younger target group wants
“Younger target groups are looking for clear fits, layering options and styling inspiration and Schiesser is a cult brand,” says Balodis. Older buyers are available for quality, comfort and resistance. Essentials with a perfect fit and high -quality material sold very well. The tank top with a double cock is currently experiencing a small revival.
Schiesser had not invented finishing rib, but introduced on the broad market and thus shaped it very much, the managing director continued. “The rib knit technology originated in the 19th century.”
The company was founded in Radolfzell in 1875, where it is still native. At an anniversary event on the day of the foundation (October 1), the brand wants to celebrate in Stuttgart and also stage the “iconic rib”.
The elastic, shape-stable high-deep structure has become a synonym for classic underwear. “The relevance increases again because quality, feeling and durability are deliberately sought today.”
dpa
Source: Stern
