Few fabrics are as deeply woven into everyday German life as Feinripp. In 1923, the underwear manufacturer Schiesser introduced this elastic, shape-retaining knit and helped shape generations. Feinripp is seen as a byword for reliability — yet also as a symbol of stuffiness. So how do you dust off that image to win over younger generations?
In the anniversary year marking the company’s 150th, Schiesser aims to bring Feinripp out from parents’ underwear drawers and into dorms and student hangouts. Eighty percent of Schiesser’s current customers are aged 40 to 60. The maker wants to boost visibility among younger people noticeably.
The company has been owned by the Israeli textile group Delta Galil since 2012. According to management, Schiesser grew in fiscal year 2024 and generated over 200 million euros in revenue.
Underwear to Become a Lifestyle Product
The heritage brand from Lake Constance now plans to lean more on creators. “In 2025 we staged two major creator events in Radolfzell, produced content for all channels, and re-presented our icon, the ribbed tank top, as a styling piece,” says CEO Sonja Balodis. It isn’t about finding one figure to lead the brand. “We deliberately rely on a rotating lineup of personalities.”
But it’s not just the advertising that should feel more contemporary—the underwear itself should too. Translated, that means “modern silhouettes, clean looks and limited-edition collections,” Balodis explains, who has led the manufacturer since March. “The anniversary collection embodies this principle: tradition meets zeitgeist, iconic rib-knit reinterpreted.”
Industry With Steady Growth
The underwear market in Germany remains resilient despite ongoing crises and cautious consumer spending. According to an analysis by the IFH Köln and BBE Handelsberatung, the sector recently posted modest growth. Premium segments and loungewear—clothing for at-home comfort—are particularly in demand, while classic basics continue to perform reliably.
More than €5.6 billion in revenue was achieved by the industry last year, according to the report. That’s about one percent more than the previous year. For 2025, market experts expect a modest growth of around 1.1 percent. So-called men’s underwear accounts for just under half of the sales generated by women’s underwear.
Innovation Pressure and Online Competition
Online retail plays an increasingly important role in the underwear market, says Hansjürgen Heinick of the IFH Köln during the study’s release. “Additionally, Asian online marketplaces like Temu and Shein are entering the market, which will likely intensify competition even further.” Social media and rising sustainability awareness are shaping consumer behavior. In light of these changes, manufacturers must innovate. “Those who don’t act now risk falling behind in competition despite market stability.”
International brands like Calvin Klein are leaning into lifestyle and sex appeal, while startups like Organic Basics focus on sustainability. Schiesser, by contrast, is doubling down on its core: “Originals for Originals” is the guiding principle, designed to emphasize authenticity and durability.
What Younger Audiences Want
Younger audiences crave clear fits, layering options, and styling inspiration, and Schiesser is a cult brand, Balodis notes. Older shoppers are drawn to quality, comfort, and durability. Essentials with a perfect fit and premium materials sell very well. The double-rib tank top is currently enjoying a small revival.
Schiesser did not invent Feinripp, but it popularized it across the broad market and helped define the category, Balodis adds. “Rib-knitting technology originated in the 19th century.”
Founded in 1875 in Radolfzell, where the company remains based. At a jubilee event on its founding day (October 1), the brand plans to celebrate in Stuttgart and also showcase the “iconic rib” once again.
The elastic, form-stable high-low structure has become synonymous with classic underwear. “Its relevance is rising again because quality, comfort, and durability are consciously sought today.”
