Set priorities
Austria has a long tradition when it comes to traditional costume fashion, and local manufacturers and retailers are known far beyond the borders. But retail has been struggling with crises for years: the corona-related lockdowns were followed by supply chain problems and sharp increases in energy, rental and personnel costs. The manufacturers, in turn, compete with much cheaper foreign competition.
Consumers are acting cautiously due to the increased cost of living and the savings rate has increased. The traditional costume companies stand for quality, but this comes at a price. In economically challenging times, priorities are set. Housing and food are essential for survival, dirndls and lederhosen are not.
More than fashion
There was a time when dirndl dresses were considered tangled and dusty. And then, a few years ago, the “country dress” suddenly became popular again – not least because the young people also liked it. “Traditional costumes are currently more popular than they have been for a long time,” wrote the OÖN in the summer of 2013, as a look at the archive shows.
Trends come and go – but traditional costumes are more than just stylish clothing for the beer tent. They are a sign of our belonging and our culture – just think of the Upper Austrian dirndl or the Hubertus coat! I am proud to live in a country that has its own “fashion line”. And it will last for many more generations, I’m sure.
And what is your opinion about it?
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Source: Nachrichten
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