Lanz

Lanz was founded in Salzburg in 1922. It began as a shop for practical mountain wear and traditional clothing known in Austria as tracht. This is a historically formed set of garments: jackets, waistcoats, skirts and aprons with recognisable embroidery, closures and cuts. Not a stage costume, but everyday clothing that kept local features for centuries.

From the very beginning, the Lanz approach was simple: good fabrics, precise tailoring and no compromises. Their pieces quickly became popular, and by the 1930s they had already reached American stores.

After working with tracht, the brand moved on to women’s dirndls. A dirndl is a traditional Austrian set made up of a fitted bodice, a wide skirt and an apron. Different regions wore it in their own way, but the silhouette stayed unmistakable. At Lanz, these models became the core of the collections.

Today the company is run by the third generation of the Lanz family, and production is still based in Salzburg. This is where the designs are developed, fabrics selected and the style continued — the same one admired by Elizabeth Taylor, Herbert von Karajan, Queen Elizabeth II and Princess Caroline of Monaco.

Lanz doesn’t turn traditional clothing into a theatrical costume. It brings it back into everyday life in a contemporary but respectful way.

The flagship store is in Salzburg’s old town, just a few minutes from Mozart’s Birthplace. Alongside tracht and dirndls you’ll find dresses, skirts and knitwear: you can choose a ready-made piece, personalise it or order a custom one.