Retail Column by Heidemarie Kriz, Point of Sale Doctor and Retail Architect (KRIZH, POSitive Affairs)
Let’s start from the beginning
The company started with workwear in 2012: Bars, restaurants, studios, and medical professionals were equipped with specially designed garments. In addition to comfort and quality, a good look was also part of the implementation. Modern and timeless workwear that reflects the brand philosophy but gives everyone enough freedom to do what one has to do. This is how “Wolfgang” was born – the name is not derived from the common first name. It represents the combination of different people, the gang, that values each individual and is strong together as a pack. As with wolves, it is no coincidence that the logo consists of a wolf’s head.
Clothing as a life mission
The focus was on more than just functional clothing – the store in Brno opened simultaneously and offered pieces that could not be found on the market. The range prioritizes timeless styles and high-quality materials. As no one should be excluded, and the aim is to offer fashion for all age groups and orientations, most of the collection is unisex and can be worn by everyone. The team’s sense of community should be particularly emphasized: being aware of the power of togetherness without being restrictive.
“People who like to wear black clothes often live very colorful lives.”
There’s a lot of truth in that, as I also belong to the group of people who like to wear black. Black always works for every occasion, with all other colors and pattern combinations. If you consider black to be a mixture of the primary colors yellow, red, and blue, the color black is actually very colorful! This color black, which works in any context, is also omnipresent in the store; the exception is the white ceiling with stucco decorations. Like the floor and the window recesses, the walls are fitted with uniform square tiles. The white, delicate grouting gives the room structure and ensures lightness and a pleasant ambiance. The only thing that stands out is the name WOLFGANG, illuminated in neon lettering in the evening, shining right into the Vachova
Credits all photos: Heidemarie Kriz
Regional, conscious, and sustainable
Everything Wolfgang produces is made in this country. Regionality and an awareness of “quality instead of quantity” are part of the brand’s philosophy. That is why the company does not chase after every trend but produces high-quality, timeless, and long-lasting clothing. Pieces are not just made for one season but for a lifetime. A lifetime of joy and happiness when you wear them. The accessories, such as the fragrances from the Czech company Oraculum, underline the idea of regionality and wondrously complement the range.
My tip: Great, motivated people who recognized the value of customized workwear for companies early on. Workwear that is color-coordinated with the company, branded, high-quality, and sustainable because it is manufactured locally is a beautiful way to protect the environment and, at the same time, motivate through comfort and timeless design. Whether at work or in your spare time, feeling good is essential indoors, but also in our second skin, our clothing. It is a guaranteed plus for all of us, but also for successful teams and employees, and therefore entire companies!
About Heidemarie Kriz
In this monthly retail column, retail architect Heidemarie Kriz shares with us her Retail Shop Tip and lets us know her thoughts and expertise regarding her experiences visiting some of the latest and most innovative shops. Heidemarie Kriz has been an architect and shop designer for more than 25 years. For decades, she has held senior positions with major brands across Europe, but she has also worked as a freelance concept designer, an architect, and a consultant specialising in shops, furniture design, customer and purchasing behavior, and visual merchandising. Kriz and her team of experts specialise in retail concepts, analysis, and holistic advice in the retail sector. In addition, she also writes retail-specific topics in the editorial team of ACROSS Magazine.