SAGAN Vienna
SAGAN Vienna is an Austrian accessories brand founded in Vienna in 2012 by Tanja Bradaric and Taro Ohmae. It makes handcrafted handbags, small leather goods and homewares.
| Founded | 2012, Vienna |
|---|---|
| Founders | Tanja Bradaric, Taro Ohmae |
| Speciality | Handcrafted leather bags |
| Store | Gutenberggasse 1, Vienna |
| Website | sagan-vienna.com |
What is SAGAN Vienna?
SAGAN Vienna is a Viennese accessories label founded in 2012 by Tanja Bradaric and Taro Ohmae. Both studied fashion at the University of Applied Arts Vienna and worked at Chloe and Balenciaga in Paris before starting the brand. SAGAN describes its offer as handbags and small leather goods with a sense of uniqueness and relaxed elegance, under the tagline Familiar done differently.
History
The brand began with ready-to-wear and accessories before concentrating on leather goods and homewares. Its collections have drawn on Viennese craft heritage, including traditional canework inspired by Thonet chairs and the use of horn in a 2018 collection.
Products and positioning
All pieces are handcrafted, with an emphasis on quality, technical innovation and durable materials. The range covers:
- Totes, top handle bags, buckets, crossbody and shoulder bags
- Small leather goods and accessories
- Collections such as Reins, Forma, Pazar, Handwoven and Watoji
The signature Pazar Book Tote is offered in smooth and soft leathers, while the Reins line reinterprets the horse rein as a design motif. Collaborations include pieces with Carl Aubock and the winery Gut Oggau.
Distribution
SAGAN runs a store on Spittelberg in Vienna's historic craftsman's quarter and sells online. In Vienna its products are also stocked by retailers such as the Imperial Shop at Heldenplatz and Osterreichische Werkstatten.
Why it matters
SAGAN Vienna shows how a small Austrian label can position itself internationally through craft, local design references and carefully chosen collaborations.
Frequently asked questions
Who founded SAGAN Vienna?
SAGAN Vienna was founded in 2012 by Tanja Bradaric and Taro Ohmae, who both previously worked at Chloe and Balenciaga in Paris.
What does SAGAN Vienna sell?
The brand sells handcrafted leather handbags, small leather goods and homewares, including its signature Pazar Book Tote.