We are thrilled to announce a landmark initiative: For the first time, the Austrian Trade Commission is bringing a curated selection of Austrian Sustainable Fashion to the vibrant heart of Asia—Hong Kong.
Together with our cooperation partner FashionTouri, we have onboarded five pioneering Austrian fashion companies in record time. Our "Austrian Sustainable Fashion Initiative" will showcase their functional and innovative designs, where environmental responsibility meets high style. This is more than a showcase; it's a strategic gateway for these exceptional brands to expand their footprint in the Asian market.
Last week, we had the great pleasure of introducing these five brands to key local stakeholders, including institutions, organizations, and fashion industry experts. The dialogue was Incredible promising.
And we are already celebrating a first concrete success! The products of one of our participating companies captured the immediate interest of a major retailer. So much so, that during the event, they expressed their intent to import and locally distribute the collection for the upcoming holiday season.
This immediate validation underscores the powerful appeal of Austrian innovation and sustainability in the global marketplace.
Here is a short introduction to the Austrian brands:
Lenzing AG is an Austrian company and a global leader in producing sustainable specialty fibers made from renewable wood sources. They are renowned for their commitment to closed-loop production processes, which significantly reduce water and chemical waste compared to conventional fibers. Beyond TENCEL™, their portfolio includes other key brands like LENZING™ ECOVERO™ (viscose) and LENZING™ REFIBRA™ technology, which incorporates recycled cotton scraps.
Dare2digress ARTS features artistic textile design made in Austria by designer Dora Strasser, who is based in Vienna and Lower Austria. Each unique garment is a custom-made, handcrafted piece inspired by structures in nature and ideas from Viennese Modernism, with patterns showing clear inspiration from Gustav Klimt and his contemporaries. The collections represent a fusion of tradition and digital working methods, all with a strong emphasis on sustainability and environmental awareness.
Woody has been handcrafting flexible wooden shoes in Carinthia, Austria, for over a century. Their collection ranges from classic clogs to modern sandals, boots, and trainers. Each shoe features a unique flexible wooden sole with an ergonomic footbed, ensuring a comfortable and natural rolling motion. This design, combined with a PU rubber tread, provides excellent support and optimal cushioning.
MyMagpie Vienna based in Vienna and founded by industrial designer Stefanie Klausegger, this jewellery brand offers a unique fusion of Viennese Art Nouveau and modernism. The pieces are inspired by architectural elements and fabric patterns, serving as homages to styles like Bauhaus. Exclusively made for each customer using 3D-printed, recycled Polyamide 12 and gold-plated sterling silver, every item is finished by hand, elegantly avoiding overproduction.
Montreet based in Vienna and founded by Nadine Scherzinger, creates sustainable unisex fashion for the intersection of outdoor activities and street style. The brand is built on durability, underscored by a free "REDUCE REUSE REPAIR" service for any item with a hole or tear. Fostering a strong community, Montreet organizes group climbs and workshops on topics like zero waste. Their commitment extends to production in Europe using recyclable materials and a closed-loop water system, with a public supply chain for full transparency.
We look forward to fostering more collaborations that bridge Austrian design with Asian consumers. If you are a retail partner, institutions, and enthusiasts of Austrian products in Hong Kong who are interested in connecting with these innovative founders from Austria, please get in touch with us:
ADVANTAGE AUSTRIA Hong Kong
13/F, Diamond Exchange Bldg.
8-10 Duddell Street,Central,Hong Kong
Contact: Ms Catharina Ettel and Elmo Fung
T +852 2522 2388
E hongkong@advantageaustria.org
Stay tuned for more Austrian companies to be announced!
