It was never a question of making this collection a limited edition. The Pride collection was meant to stay – not just because it should, but because it must. Pride doesn't follow fashion calendars. It doesn't arrive in June and disappear in July. It's not a seasonal concept. It's lived every day, often quietly.
This collection reflects that.
It doesn't rely on slogans or need to explain itself. Instead, it offers small, clear symbols – consistent in what they represent.
Butterflies, embroidered in the six colors of the Pride flag – not to signal a dramatic transformation, but simply to show movement, gentleness, and space for change.
A hand holding the rainbow flag, available in five skin tones and one neutral tone – because inclusion, when taken seriously, lives in the details.
LOVE IS LOVE, framed by two small flowers – simple, quiet, familiar.
And LIEB SEIN ("Be Kind"), embroidered letter by letter in rainbow hearts – gentle, almost childlike. An expression that reflects the power of simple gestures and celebrates love in its purest form.
Each piece is machine-embroidered to order in our Vienna studio. No overproduction – just piece by piece, exactly when needed.
We don't view Pride as a campaign. It's not something we put on and take off again. It's part of our values – and values don't expire. That's why the collection will remain permanently available. Because it carries meaning throughout the entire year.
