MUSTANG Jeans

Founded by Luise Hermann in Künzelsau in 1932, MUSTANG is a German denim and casualwear brand. It began as a workwear factory. In 1948, Albert Sefranek started making jeans after trading for six pairs of American denim trousers. Mustang is now based in Schwäbisch Hall and has more than 500 employees worldwide.

Early denim history

Mustang registered its brand name in 1958 and expanded from workwear into denim. In 1953, the company introduced what it describes as Europe’s first jeans for women. In 1961, it became the first European denim brand to sell stretch jeans, helping establish its long connection with changing everyday clothing.

Jeans and casual collections

Jeans remain the core of the brand, alongside trousers, shirts, jackets, knitwear and other casual clothing. Mustang’s collections include multiple fits and washes, from traditional denim styles to newer cuts. The company also offers accessories through licensed product ranges, including shoes, bags, belts and socks.

Fit and product development

The TRUE SIZE collection added larger sizes to the range in 2021. The company says it continues to work on materials, supply chain standards and production processes as part of its product responsibility program. Its collections are presented as relaxed everyday clothing rather than formal wear.

A German brand with international reach

Mustang moved its headquarters from Künzelsau to Schwäbisch Hall in 2020. The company describes itself as one of Europe’s leading denim brands and keeps its product history visible through a timeline and museum. Its apparel range now serves customers looking for jeans and coordinated casual outfits.