Vresh

Vresh, a direct-to-consumer fashion label from Linz, Austria, operates with a clear focus on sustainability and transparent production, challenging the conventional fast-fashion model. The company was founded in 2012, initially as a skater brand, by Klaus Buchroithner, who took over his parents' skate shop and identified deep-seated issues in the apparel industry's supply chain. Disillusioned with the practices of major brands, he established Vresh to offer a better alternative. In 2017, the brand underwent a significant transformation when Michaela Geiseder (formerly Gahleitner) joined, shifting the focus from skater prints to timeless, sustainable streetwear. Geiseder, who studied product design, brought a creative and sustainable vision to the company, which she now co-owns and manages with her husband, Valentin Geiseder, while Buchroithner focuses on the B2B arm.

The company's business model is built on eliminating intermediaries, allowing for fair pricing for both producers and consumers. Vresh controls the entire process in-house at its Linz headquarters, from design and product photography to fulfillment, which fosters a direct and personal relationship with its customers. Revenue is generated through online sales of its apparel and through its subsidiary, "Das Merch.", which produces sustainable, customized merchandise for other companies. This B2B segment provides financial stability, enabling Vresh to maintain accessible price points for its sustainable fashion line.

Vresh's core offering is high-quality, durable, and simply designed clothing that can be easily combined, promoting a 'capsule wardrobe' concept to reduce consumption. The entire production process is localized within a 50km radius in Northern Portugal, encompassing everything from fabric weaving and dyeing to sewing and finishing. This close partnership with small, family-owned businesses ensures fair working conditions and transparency. The company uses GOTS-certified organic cotton and recycled materials, underscoring its commitment to environmental responsibility. Collaborations with platforms like willhaben and refurbed further extend the lifecycle of their products through resale and circular economy initiatives.

Keywords: sustainable fashion, fair production, direct-to-consumer, streetwear, ethical clothing, capsule wardrobe, Portuguese manufacturing, B2B merchandise, transparent supply chain, circular fashion