The new label translates Swiss tradition into modern design by developing pieces of traditional clothing and accessories that are tailored (in the true sense of the word) to match clientele in a vivacious and modern manner. The hip fashion label thus produces traditional Swiss clothing with a trendy edge for fashionconscious people. Stockberg is especially focusing on traditional items of Swiss Alpine Farmers, turning them into cult fashion objects. Consequently, their reinvented apparel and accessories, such as the ‘Edelweiss’ Shirt, Pointed Hat and Appenzell ‘Chueeligurt’ belts, reach a much broader range of customers than ever before. Even though Stockberg aims at a modern clientele, a strong link with its Swiss origins is mandatory for the label.