The phoenix from the ashes – the new Gardeur

100 years of design, fit and quality. 100 years of expertise in trousers. Reason enough to celebrate and re-launch.

Yes, it is true: the tradition-rich Atelier Gardeur based in the textile centre Mönchen- gladbach proudly looks back on a long, sometimes turbulent history and at the same time completely re-invents the brand gardeur.

Specialist with tradition

In 1920, the family-run business Dieter Janssen & Co. is founded as a manufacturer for outerwear in Mönchengladbach, Germany. The company has specialised fully in produ- cing men’s trousers since the late 50s. Germany then sees the first dedicated trouser brand established: gardeur.

From the actual collection (all captions courtesy by Gardeur)

In 1974 production starts at the company’s own factory in Tunisia. A little later Atelier Gardeur launches the first trouser collection for women. The company grows further and establishes its first logistics centre in Mönchengladbach in 2000. In Tunisia, gardeur expands its engagement in 2006 by building a new centre for manufacturing, administration, logistics and training purposes.

And another sample

Always striving to break new ground sustainably with innovations, Atelier Gardeur be- comes the first textile manufacturer to launch denim pants made of fair-trade cotton in 2007. December 2017 sees the Dutch Duijndam Group take over the tradition-rich company and shape it up for the future.

Atelier Gardeur is Germany’s only trousers supplier today that still unites all develop- ment steps and production in its own corporate group. For two years now Atelier Gardeur GmbH has been owned by the Dutch Duijndam Group. The two entrepreneurs Steef Duijndam and Thomas Kültz brought about a step change at the company in 2018 and 2019 in order to meet the demands and expectations of the customers. After this turn- ing point Germany’s oldest trousers specialist is now geared up for the future.

Self-confident, competent and cosmopolitan or: Back to our Roots

To mark the anniversary the company will now also lose the “Atelier” in its name. In future the brand will revert to its original name registered in 1969 – and will be known simply as “gardeur”.

The new logo will also make reference to its historic origins: written in lower case with the distinct small “g” that was already deemed synonymous with quality trousers from Mönchengladbach in the past.

Fashion by Gardeur

The new brand appearance developed jointly with Schwitzke ID from Düsseldorf is contemporary, no-frills, clean-cut and above all: memorable. The new storytelling is a re-interpretation of the brand’s inherent DNA. Atelier Gardeur is and will always be a specialist in this field and this is how we project the essence of this company, its expertise and know-how to a new age.

self-confident, competent and cosmopolitan_ or: “back to our roots”

To mark the anniversary the company will now also lose the “Atelier” in its name. In future the brand will revert to its original name registered in 1969 – and will be known simply as “gardeur”.

The new logo will also make reference to its historic origins: written in lower case with the distinct small “g” that was already deemed synonymous with quality trousers from Mönchengladbach in the past.

The new brand appearance developed jointly with Schwitzke ID from Düsseldorf is contemporary, no-frills, clean-cut and above all: memorable. The new storytelling is a re-interpretation of the brand’s inherent DNA. Atelier Gardeur is and will always be a specialist in this field and this is how we project the essence of this company, its expertise and know-how to a new age.

Also this is fashion by Gardeur

With self confident, competent and cosmopolitan communication, gardeur wishes to make this brand coveted again and reach out to new target and style groups. Customers will be addressed primarily through their fashion and style consciousness as well as their expectations in terms of quality, fit, and a fair, sustainable production. Customers’ age is of secondary importance here. After all, style and a passion for fashion are not a question of age.