A name synonymous with luxury, Basler fashions offer a look that’s polished and chic, yet entirely practical. With luxury fabrics, exquisite cuts and clever use of proportions and silhouettes, the brand creates modern collections for modern women who appreciate style, know quality and seek individuality.
When it comes to designing fashions for women, the one thing that has always been consistent with Basler is the idea that clothing must be worn as a natural extension of a woman’s personality. It is the brand philosophy that no matter how dressed up a woman is, she should feel natural and comfortable in her attire and never as though she is wearing clothing for the occasion.
This philosophy has kept the Basler brand in the spotlight for eighty years and will continue to do so for as long as there are women to enjoy this line of sophisticated and elegant apparel.
A Star Is Born
The Basler brand was born in Berlin long before the division existed between East and West Germany in 1936. Founders Fritz and Elisabeth Basler along with their sons Jürgen, Günther and Horst began with what was originally a manufacturer of outerwear, specialising in coats and jackets. However, war struck Berlin, so that before the end of this now infamous period in history the company relocated to the Berlin-Charlottenburg where they continued to operate until the year 1959. From that time, the family owned and operated factory moved to a facility in the Kreusberg District and within another four year period relocated again to Goldbach where the brand began operating its first ‘own production’ enterprise.
An interesting bit of history for the Basler line took place during this era when in 1963 the brand released its first ever suit for women that sold an amazing 3,000 pieces almost before manufacturing had completed the outfits. This encouraged the family to pursue designing further fashions for women and backed by their commitment to the highest quality fabrics and craftsmanship, the Basler line of fine women’s apparel began making its mark in the world of fashion.
The Basler Philosophy
Being a business man, co-founder Fritz Basler knew that even the finest fashions had to speak to some inner need in a woman. It wasn’t enough to produce the highest quality apparel, which is a given with this time-honoured brand, but rather success would somehow be inextricably bound to finding a ‘fit’ that would literally be the woman herself. A company philosophy began to take shape in focusing on clothing that would never be an encumbrance. In order to be worn with complete ease, so as to give the wearer complete freedom to be herself at all times, apparel must be unobtrusive.
That is to say, whatever a woman is wearing needs to feel as though it flows from the skin as a part of herself. Since the early days, this company philosophy has remained the Basler hallmark and the brand grew as a natural extension of that philosophy just as innovative designs were created to be an extension of all that is graceful and feminine in a lady.
Basler’s Driving Force
In light of this, it’s easy to see how the Basler philosophy soon became the ultimate designer. With an emphasis on creating women’s fashions that could be worn with ease, designed and fitted to the natural lines of a woman’s body, it soon became evident that this is the inherent need that Basler aimed to satisfy. Choice in fabrics took on a whole new meaning. Not only must each and every material be chosen for quality, but should also have the ability to be worn as naturally as the skin covering her body.
Throughout the years, this philosophy has guided the Basler brand to success after success and to this day, the name Basler has become synonymous with elegance, sophistication and above all, comfort. True success lies in whether or not the woman can go on about her activities without the first thought being about what she is wearing. That’s the Basler brand, philosophy and success story all wrapped up in one.
Today’s Designs for the Timeless Woman
In 1967 another move was made which took the company’s management from Berlin-Charlottenburg to Goldbach where it resides to this day nearly fifty years later. It was here that son Horst made the decision to add coordinates as a smaller range and a new generation in Basler designs was created. Where the original success rested in those 3,000 units being sold immediately upon release of the new design, Horst’s smaller ranges saw 50,000 units out the door within that first season alone in Goldbach.
This accomplishment was a major milestone in company history but one that gave inspiration for the label to continue growing their line of separates sold to be what is now referred to as ‘mix and match’ ensembles. Whether designing apparel to be worn as high fashion or for casual attire for a day out and about in town, Basler fashions are always designed to be worn with grace and ease.
Trends come and go, but quality and comfort are timeless. Basler embraces all that’s feminine when designing high-end luxury attire and that will never change. The focus always was and always will be on how to provide ladies with the latest designs crafted with the highest quality materials to be worn with comfort and grace.
That’s their unspoken motto and the guiding principle that has brought them to the height of popularity where the brand remains today. In providing comfortable, timeless elegance for women of all times and of all generations, Basler has succeeded where so many houses of fashion have failed. Give a woman what she wants and she’s yours for life.