WHAT’S THE STORY
“We create desirable products,” says Walter Moser, the owner of Airfield.
AIRFIELD
THE COURAGE TO BE DIFFERENT
Ecological down replaces real down. Airfield sets an example in terms of sustainability.
To forego some things in order to focus on essentials. The Airfield brand has been following this path into the future for the past three years. Text: Nicoletta Schaper. Photos: Airfield
In 2019, Airfield received an award for innovation and sustainability by the Austrian Textile and Clothing Industry. It was also honoured as “Company of the Year”. “A great honour for us,” says Walter Moser, the owner of Airfield. “We have always paid great attention to where our materials originate and how we manufacture. Last year in particular, we set things in motion, continued to improve production, and honed the collection.” MOVEMENT AND SUBSTANCE
The process is a lengthy one, especially for a brand with a complete collection. It involves several steps. In order to set an example in terms of sustainability, Airfield almost completely dispenses with the use of down and, for the current winter season 2020/21, also with real fur. In addition, production will increasingly be based on the Oeko-Tex stand-
ard in the future. “We are forging ahead with the certification process,” explains Moser. For the Austrian, mass production is not an option. He prefers to re-focus on the brand’s DNA. “Our core products are blazers, indoor and outdoor jackets. We have devoted all our efforts to focusing the collection on what we are good at: making fashion in great qualities with great fit.” The collection has been reduced from 500 to 200 pieces. This means omitting what other brands might be better at, such as knitwear. “We have also never got involved in price wars, because it costs money if the quality is to be right, employees are to be paid properly, and the environment is to be protected to the greatest possible extent,” says Moser. Retail prices for Airfield blazers and jackets range from 299 to 469 Euros and 499 to 899 Euros respectively. Airfield
has around 450 points of sale. Here, too, quality takes precedence over quantity with the aim of intensifying cooperation with existing trading partners. After Germany, the strongest export markets are Russia, Holland, and Belgium. In line with the strategy, the main focus in marketing will shift back to Airfield: on Instagram, on Facebook, and in high-quality print media. “We want to tell the Airfield story and portray the company as the people behind the brand,” says Sophia Bitter, the CMO of Airfield. “The new path is tricky, but the stumbling blocks are becoming less,” Moser sums up. “It turns out that the agencies and trade partners who follow the path with us are also successful. We have created really fantastic quality and innovation for the new season in order to provide what the customer wants. And that‘s what makes it special.” style in progress
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