AKRIS: WHY DO THOSE IN THE KNOW FLOCK TO THIS SWISS COUTURIER THAT IS MORE THAN A CENTURY OLD?

Akris is a Swiss premium luxury womenswear brand that has been catering to high fashion clientele since the 1940s. The company, founded in 1922, began life as a textiles and apron manufacturing concern under the helm of founder Alice Kriemler-Schoch (with the brand’s name being an abbreviation of her own name), before slowly evolving into the haute couture powerhouse that it is recognised as today.

Producing aprons and related apparel, by hand, using her home sewing machine, Kriemler-Schoch gained a reputation for high-quality, functional pieces that were simultaneously pretty. She had a signature style with each piece being decorated with a polka dot print. Her workshop was based in her home city of St. Gallen, in German-speaking Switzerland, a city synonymous with high-end textile production and embroidery.

A family concern, her son Max Kriemler took the helm in 1944 and decided to build upon the house’s reputation for excellent craftsmanship by expanding the brand’s offer into new areas. Their factory would be repurposed to manufacture dresses and top-quality, high-fashion womenswear. The move was a marked success and the marque experienced great growth with customers coming from across Europe and further afield.

In 1980, Max’s own son, Albert, would join the family business taking on the role of Creative Director. A visionary with a keen eye for couture, hew would design pieces for the runway and undertake bespoke commissions for wealthy clients which would elevate the brand’s status to haute couturier. The company would also produce pieces for other high-end labels, including Givenchy. Under Albert Kriemler’s direction, the brand would evolve slowly and deliberately to become the powerhouse couture maison of Switzerland. Whilst the brand would embrace the classic Parisian flair of the Grand Maisons de Couture, Akris would also remain true to its routes and heritage, simultaneously displaying elegant and classically understated Swiss style. In homage to the early designs of Alice Kriemler-Schoch’s aprons, Akris products are often wrapped in a polka dot printed paper.

The brand remains under the ownership and creative control of Kriemler-Schoch’s descendants with Peter Kriemler as the senior executive and Albert Krimeler continuing in his role as Creative Director, maintaining the house’s signature styles and direction. The two brothers have written a book chronicling the brand’s history, sharing insights into their success and vision, ‘Selbstverständlich: Akris – A Century in Fashion‘.

Akris regularly shows their new collections at Paris Fashion Week, as the only recognised Swiss couture house. Their ready-to-wear collections are available widely at Akris boutiques across the globe or in high-end department stores in the fashion capitals of the world. Of course, you can also acquire your favourite pieces from the brand directly via their website storefront at akris.com. Pre-loved pieces can be found online at second-hand and vintage retailers or auction sites such as eBay. Akris bags and handbags are particularly popular and highly collectable.

Are you a fan of this legendary Swiss brand, a brand for fashionistas in the know? What pieces do you have in your collection? If you have any tips for customers seeking out their first pieces, please feel free to share them with us.

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