Swiss tradition meets innovation
Kauf shirts – “made in Switzerland”

Michael Kauf, the company’s young Chairman and CEO, has given a new lease of life to this traditional Swiss company, introducing a new and innovative phase. Despite stiff competition from the UK and Italy, he has not only enabled the company to achieve a 7% share of the Swiss market, but has made Kauf AG ready to export. Kauf shirts, which stand out due to their originality and cut, are now being worn more and more in Spain, Germany and Austria. During the last three years, Michael Kauf has brought in new investment and a push for innovation to the famous Swiss shirt company of Kauf, giving it a new image. As the fourth generation of his family to manage this century-old company, he sets great store by sustainable innovation, both with regard to developing new fibres and in weaving and cutting technology. “In our company, our aim to is merge tradition with innovation,” he proudly proclaims.

Keys to success: technique and innovation
Kauf AG is constantly surprising its customers with its latest innovations. Its Sea Cell fibre that was launched this summer is a natural, cellulose-based fibre, developed exclusively for Kauf. Attempts to incorporate the beneficial effects of mari-time algae into the fibres proved successful. The extraordinary comfort of this newly developed shirt is comparable to that of a classic shirt made from twisted yarn fabric. Sea Cell has been enriched with vital substances such as calcium, magnesium and vitamin E, and these are emitted while the shirt is being worn. According to Michael Kauf, “With Sea Cell, we are making use of a futuristic and previously unknown technology. This particular innovation reflects in every way our message of feeling good through maximum comfort.”

“Our success is based upon several factors. One of these is our fast and highly precise system—from the design stage to delivery,” he added. “The broad range of products that we offer—from standard lines to made-to-measure—means that we have something to offer all of our customers.”

An additional success factor is the flexibility of the market, both in terms of retail and service. For this reason, Michael Kauf relies on a professional team to keep pace with changes in the market. Strong business partners and key customers, who identify with the Kauf brand, play a key role. Thanks to a sharp rise in its exports, Kauf has now expanded into several other countries in Europe. Since then, the company has won major contracts for famous department stores. With its own production centres in the Czech Republic and Turkey, Kauf guarantees the quality of its shirts, while being able to respond quickly to requests from its customers.
Italian elegance with English flair

Today, Kauf shirts are designed with Italian elegance and English flair. The company’s range of products may be broad, but the collection still forms a unified whole. “Growth through creativity and courage will be our watchwords in the years to come,” Michael Kauf insisted. The highly successful takeover of the exclusive brand Dorani by Claude Dufour has made this abundantly clear.
If the example of Kauf AG, a company that itself has written a substantial part of the history of the shirt in Switzerland, is anything to go by, quality shirts are now enjoying something of a renaissance. Not only is a shirtmaker such as Kauf expected to offer both first-class quality material and execution, but it is also expected to offer new, sophisticated designs at least twice a year.