Mustang
Germany
Mustang is a German denim brand whose company was founded by Luise Hermann in Künzelsau in 1932 and began making jeans in 1948. Run for generations by the founding family, it moved its headquarters to Schwäbisch Hall in 2020 and positions itself as a mid-market denim specialist.
| Founded | 1932, Künzelsau |
|---|---|
| Founder | Luise Hermann |
| Jeans production | Since 1948 |
| Headquarters | Schwäbisch Hall, Germany (since 2020) |
| Family | Sefranek family (later generations) |
| Segment | Mid-market denim |
| Website | mustang-jeans.com |
What is Mustang?
Mustang makes jeans, tops, jackets, shoes and accessories for women and men. It describes itself as a denim expert and aims to be the leading denim brand in the mid-market. The company has its headquarters in Schwäbisch Hall, Baden-Württemberg, having moved there from its birthplace, Künzelsau, in 2020.
History
Luise Hermann founded L. Hermann Kleiderfabrik in Künzelsau in 1932 with six seamstresses, initially making workwear. In 1948 her son-in-law Albert Sefranek obtained original American jeans, reportedly in exchange for six bottles of local schnapps, and used them to start jeans production, making Mustang one of the first German jeans makers. The company says it developed the first women's jeans in Europe in 1953, registered the Mustang brand internationally in 1958 and sold Europe's first stretch jeans in 1961. Heiner Sefranek joined as the third generation in 1974 and moved to chair the advisory board in 2012. A museum in the founders' house opened in 2007.
Products and positioning
Mustang offers denim in many fits plus casual wear, with long-running models such as the Tramper jeans, which marked their 50th anniversary in 2018. The TRUE SIZE collection extended sizing in 2021, and a new sustainability-oriented corporate and product strategy was introduced in 2022.
Business model and distribution
The brand is sold through fashion retailers and department stores, its own stores and outlets, and an online shop with more than 5,000 items. Since 2015 it has licensed categories such as bags and socks. The company reported revenue of more than 100 million euros in 2019.
Why it matters
Mustang is one of Europe's oldest jeans brands and a long-standing example of a family-run German mid-market label competing with global denim groups through fit, sizing and retail partnerships.
Frequently asked questions
Where is Mustang jeans from?
Mustang is German. The company was founded in Künzelsau, Baden-Württemberg, in 1932 and moved its headquarters to nearby Schwäbisch Hall in 2020.
Is Mustang Germany's oldest jeans brand?
Mustang began producing jeans in 1948 and is widely described as one of Germany's oldest jeans brands. The company also says it made Europe's first women's jeans in 1953.