With BREWSHIRTS, the 38-member strong group of independent Austrian beer producers presents a very special fashion line: cool T-shirts, polo shirts, hoodies, jumpers, shopping bags – all labelled ‘Unabhängige Privatbrauereien Österreichs 100% unabhängig’, the logo for beer from Independent Breweries of Austria. These are fashionable items for those who want to show that they are not indifferent to what froths in their glass.
Because the choice of clothing is always a statement. Our personal fashion style expresses our values and attitudes – sometimes unintentionally, but often as a conscious commitment. Such fashion, which conveys a clear message, is now also available for the growing group of beer lovers who care about the independent Austrian brewery landscape.
The ‘Independent Breweries of Austria’ are thus fulfilling a wish of their community. "We are constantly confronted with requests to make the seal even more visible," reports Ewald Pöschko, Managing Director of Braucommune in Freistadt and Chairman of the association. The result is an entire fashion line that has the potential to become the trademark of a scene that is turning away from the international standardised taste. In other words, for the community that is already in active contact with Austria's independent brewers via social media channels.
LOCAL DESIGN, EUROPEAN PRODUCTIOn
When the ‘Independent Breweries of Austria’ embarked on the project, it was clear from the outset that they did not want to offer fan merchandise, but rather clothing and accessories that conveyed the group's values in every respect. The independent breweries found a congenial partner in the Viennese label ProstShirts. The young company made a name for itself two years ago with quirky T-shirt creations, and the items are particularly popular with fans of natural wine.
The first collection from BREWSHIRTS is characterised by a casual black and white design. All models bear the words ‘100% non-corporate’ or ‘100% independent’. There is also a woven label on the waistband with the seal of origin, which the members of the association use to label their beers. In addition to a cool design, a second requirement for the independent brewers was a commitment to fair trade. Cheap production under questionable ecological and social conditions was out of the question. The garments are therefore made from organic cotton, printed with organic dyes and also bear the Fairware seal, which is highly respected in the international fashion industry.
ECO-FRIENDLY DISTRIBUTION SYSTEM
Production and distribution are also designed to be as environmentally and climate friendly as possible. The garments are not mass-produced and stored in stock but sewn and printed On Demand. Anyone wishing to purchase a BREWSHIRTS product can order directly from the prostshirts.at web shop. Of course, there will also be links for ordering on all member company websites.
The ordered items are only produced after the order has been placed and therefore do not arrive overnight, but 10-12 days later by post.
QUALITY HAS ITS PRICE
BREWSHIRTS is about high-quality fashion. The garments therefore also have their price, says chairman Pöschko: "We deliberately appeal to people who appreciate quality and who know that sustainability, especially in the textile industry, means turning away from super-cheap disposable items."
Retail prices as of September 2022:
Available online via Prostshirts
T-Shirt: € 45 incl. VAT.
Sweatshirt: € 70 incl. VAT.
Hoddie: € 85 incl. VAT.
Polo: 55 € incl. VAT.
Light Tote Bag: € 12 incl. VAT.
Shopping Bag: € 40 incl. VAT.