The History of Mustang Jeans
Mustang is one of the most popular trademarks all over the world and biggest manufacturer of customized jeans. This brand has a total look strategy and also produces denim and leather jackets, skirts and dresses, pullovers, underwear, shoes, accessories and perfume. Mustang creations are preferred and worn by many celebrities, for instance, John Bon Jovi, Scorpions and Bjork.
The history of the brand began in 1932 when a factory was established by Luis Hermann to manufacture uniforms for workers. However, postwar Germany was in ruins and nobody was interested in the development of textile industry. The new life of the brand started in 1949, when the new company’s owner, Albert Zefranek made up his mind to start manufacturing jeans. This decision was revolutionary, because until then denim industry was a fiefdom of Americans. The first jeans sewn by Mustang were the spitting image of original custom jeans made in the USA. The next step Mr. Zefranek made was the improvement of his production range. 1953 he presented the first model of jeans created specially for women and in 1955 he experimented with velvet jeans. 1958 is the year when the name of the new trademark – Mustang – appeared. From now on jeans are made of quality American denim in Germany.
In 1961 Albert Zefranek was the first one to create stretch jeans. And he was in the right place at the right time, for in the end of the 60s jeans era started. Jeans became a symbol of new generation and new lifestyle. Advertising campaigns of Mustang brand demonstrate seminude beauties, responding to triumphant march of sexual revolution.
In 1980 jeans by Mustang can already defy competition with American brands Levi’s and Wrangler on domestic market. Besides, one forth of the productions is from now on exported to Austria, Switzerland, Holland, France and Scandinavian countries. The brand’s collection was divided into three themes: “Fashion”, “Basics” and “Modern Classics”. Yuppies of the 80s put velvet jeans out of fashion, delivering a considerable stroke to the company, an essential part of which was concentrated on manufacturing velvet. However, this occasion helps Albert Zefranek to focus on classical custom jeans models. He starts to cooperate with Italian designers. And famous couturiers start to show interest for customized denim.
In 1990 the son of Albert Zefranek, Heiner, becomes the owner of Mustang brand. He inherits the helm of his father and makes the trademark even more successful all over the world. Today it is an international brand which manufactures 20 000 pairs of jeans a day and combines classics with the most innovative ideas in fashion. Mustang makes denim clothes for those who want to reveal their lifestyle and emotions in their look. The company’s slogan “Genuine style will never die” speaks for itself.
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