Elkline has a new look. 20 years and countless moments with the elk on our breast now lie behind us – but it’s a time we will never forget.
The new logo design and brand identity demonstrate who we are today and express what we value most: Honest Made Apparel. This new mission leads us into the future. At its core: our products. At its heart: the same youthful rebels who are always trying to break free from the status quo.
Explore the new Elkline.
In Stores August 2019
For some, Elkline means outdoor lifestyle, for others functional clothing. And for us? We skip the hip buzzwords and instead live true to our values to make honest apparel for real moments.
We create conscious of the fact that we are a part of what’s around us. We look outside the box; we switch off the autopilot. Our passion for nature and traveling, our curiosity to explore the world with its colorful cultures and our openness to new experiences – this is what we share with our customers.
The new Elkline is more than a design on a product - we live and share creative energy. We are passionate, fully, sustainable and committed to our continued craftsmanship.
It feels good.
100% sustainable practices
The use for our customers.
You know it’s an Elkline product when you see it.
Not only do travelers leave traces, but also the clothes that they wear. To ensure Elkline’s footprint stays as minimal as possible, we put sustainability first: Conserve natural resources. Create socially responsible manufacturing conditions. Limit waste.
Sustainability isn’t a fancy buzzword to us – it’s personal. As a company, we produce high-quality, durable and modern companions for all situations in life. At the same time, we want to keep the footprint we inevitably leave as little as possible. That means for us: Conserving natural resources. Creating socially responsible manufacturing conditions. Limiting waste.
Part of our holistic understanding of sustainability is taking care of the people who work for Elkline. We sustain long-term co-operations with our manufacturing partners and continue our efforts to support them. Our motto: fair prices for fair working conditions, respectful collaborations and socially responsible manufacturing sites.
PFC-free, water-resistant apparel and solvent-free membranes
innovative and ecological materials such as Tencel®, Ecoya® and GRS-certified recycled polyester
Freely accessible, transparent supply chains also for end consumers
Fair prices for fair working conditions and respectful collaborations
bluesign®-certified fabrics, OEKO-TEX® Class I-tested materials
GOTS-certified shirts made of high-quality organic cotton
Long-term cooperation and support of our manufacturing partners
Production in socially responsible and certified manufacturing sites
It's reliability that characterizes the quality of our work. Internally, transparent structures and processes build the basis for successful teamwork. Externally, it´s the quality of our product design and customer service. Reliability leads to loyalty and durability - our foundation for success.
Our holistic understanding of life drives us to contribute our share to a healthy world. For us, it´s never one way or the other – it´s always one way and the other. We are a global family. To us, family means no one and nothing is separated from others. That's our responsibility as an apparel manufacturer.
It´s pure curiosity that drives us to look outside the box – our own and our wider communities´. Every moment is full of opportunities and possibilities: let’s dare to embrace the unknown
Being open-minded is part of our DNA and allows us to give ideas a chance. That doesn’t mean we act naive, but rather that we allow to challenge and change existing concepts. We don’t cling to the past – we embrace new opportunities with open minds.
“To be creative and just make clothes” – with those passions in his backpack, Stephan jumped into his VW Bulli 20 years ago and started the ignition. He didn’t know where he was going back then – the journey was the destination.
Fast forward to the here and now.
“Elkline has grown up,” Stephan says as he outlines how the rebrand came about. it’s recent implementation, and overcoming hurdles along the way..
Stephan, after 20 years of Elkline, what made you look back and realize that it was time for a rebrand?
We’ve been on the Elkline journey for 20 years. That’s a long time, and it leaves its mark on you, your decisions and actions and your environment. This is especially true for the market in which Elkline has firmly positioned itself. I knew that I wanted the journey to continue, respectfully acknowledging our past and moving forward with clear visions for the future. For this to be successful, however, we needed to do a few things: do a spring clean, question existing concepts and allow change to happen so that we are ready for the next stage of the Elkline journey.
Two aspects were crucial for us in this regard: readjusting our core values and creating a new external face for “Elkline.” Our new brand is both the compass that helps us navigate tricky questions and a visual sign to encourage our customers to live their individuality. This was, is and will be Elkline!
How did the team react when it heard about the rebrand?
The feedback was very positive. In a sense, Elkline has grown up. Most teammates identified with this realization the most and are excited about this step. Of course, there were also reflections about the reactions of our long-time customers. In essence, however, the mood is one of excitement and positive energy, and it’s now up to us to use those sparks and make them glow.
Regarding the implementation of the new brand: How long did it take, and which hurdles did you and the team have to overcome?
Overall, the rebrand was and still is a process, and it started at the beginning of this year. Initially, our focus was different (keyword: integration of the VW license into our company) which has had its own momentum and is still in full swing. Looking back though, I see one constant, forceful development which ultimately resulted in the only logical consequence there was: our new design and brand.
The hurdles we had to overcome along the way were more semi-hurdles than anything else. Because the closer we got to the finish line, the smaller they became. That was the case especially for Antje and me, and less so for the rest of the team who wasn’t as close to the change process and only knew broadly where we were heading. From their point of view, however, some people certainly needed a bit more of a warm-up phase to overcome the initial hurdle: change.
What started as a visual change soon came (and still comes) along with structural changes that had (and still has) their own set of challenges. For example, creating an understanding that we needed to review our structures and processes holistically and that change wasn’t just allowed and encouraged, but necessary. And that change itself can lead to certain hurdles and challenges that we must overcome.
Looking back on 20 years’ experience business experience: Which lesson is the most important one that you learned?
That’s easy: keep on swimming!
Stephan, which adventure will you cross off your bucket list next?
I’d much rather add more adventures to my list than cross them off, to be honest, because I’m hoping that I will have more time for them in the future. One “adventure” I’m definitely crossing off my bucket list is “clinging to things, no matter the cost.” That only costs you – energy, time, money – and generates more problems than solutions.
Stephan Knüppel, Founder & CEO of Elkline