g-lab

aesthetics with high-tech performance. The company was founded by Björn Gericke, who was born into a family renowned for creating functional gear for motorsports. He believed that high-quality design and uncompromising performance need not be mutually exclusive, thus birthing the idea of g-lab. Gericke's passion for design and functionality drove him to establish the brand, which launched its first collection in 2010, offering 5 different men's style jackets in a single color and fabric. This original fabric is still in use today, highlighting the brand's commitment to quality and consistency​​.

Today, g-lab is celebrated for its outerwear trends that cater to modern women and men seeking a versatile, luxurious, yet effortless style. The company's sustainability philosophy is straightforward: it combines excellent design, finest quality, and craftsmanship to create favorite pieces that can last across various seasons for many years​​. The brand fuses contemporary fashion with technologically advanced fabrics to create elaborate jackets and coats that are waterproof, windproof, breathable, and warm, offering a versatile collection for individuals who place equal emphasis on style and performance​.

In 2016, Gericke announced a relaunch of the brand to position it as a visibly premium collection. The brand was realigned in 2017 to reflect its positioning: high-tech performance meets high-end fashion. As part of this realignment, the brand launched a new image for g-lab, overhauled its collections, and reorganized its sales​. G-lab also increased the proportion of women’s styles to over 50%, a move that was met with considerable success​. The brand is now distributed in eight markets, having achieved significant success in the local DACH region (Germany, Austria, and Switzerland), and secured partnerships with premium dealers​​. In addition to the DACH region, g-lab has also found success in international markets like the USA and Canada, thanks to partnerships with distributors like Fashionhaus NY​​.

Despite its premium positioning, g-lab is committed to offering affordable luxury​​. The brand takes pride in its unique approach to outerwear, blending high-tech performance with high-end fashion. This is achieved not only through trend-oriented fashion design but also by developing their own fabrics, which are then processed into multilayered materials using membranes. Natural face materials are increasingly being used in the development of these fabrics​​. More than half of g-lab's collection consists of 2-in-1 or even 3-in-1 styles, which can be worn over several seasons due to their removable lining. This allows the brand to offer a jacket for spring, summer, autumn, and winter, simply by adjusting the lining​.

In terms of expansion, g-lab has identified the USA and Canada as growth drivers, with both markets already performing strongly. The brand is also looking to develop the UK market further and sees clear potential in Asia, particularly Japan, Korea, and China​. However, the brand recognizes that it needs to pay more attention to the UK market, and plans were already underway in 2017 to address this issue more intensively in 2018​​. G-lab is also looking to showcase its collections at small, selected events instead of traditional trade fairs, providing a unique experience for potential customers​.