D – Gustav Daiber GmbH presented its corporate fashion in the stylish ambience of the Mercedes-Benz Museum in Stuttgart. Around 70 invited guests from the promotional products and workwear wholesale trade travelled from all over Germany to experience the manufacturer’s textiles live on October 9, 2025.
The Tanzkraftwerk Stuttgart dance group presented selected bestsellers from the current collection as well as a sneak preview of the novelties of the year 2026 in 18 choreographies on the catwalk. After a welcome speech by the two CEOs, Kai Gminder and Christof Kunze, the Sales Director, Mario Besenfelder, and the Procurement Director, Thomas Früh, hosted the programme.
After its recent brand relaunch, Daiber introduced the fashion show as a new format. The Marketing Director, André Knaus, who organised the event, explained how the idea of the dance production came about: “Workwear has to allow freedom of movement. That is why we wanted to demonstrate movement and dynamism on the stage. So, we decided to support a local dance group instead of hiring the usual models.”
Together with the Marketing Director, André Knaus (m), the two CEOs, Kai Gminder (l) and Christof Kunze (r), were delighted with the successful debut of the Daiber Fashion Show.
All of the textiles presented were customised with the new uniform Daiber logo. “The special focus on customising is what distinguishes Daiber,” explained Gminder in an interview after the event. “For us it is not just about T-shirts and co., but about concepts. We wanted to show what is possible.”
Daiber’s aim is to convey to the customers that clothing is part of the holistic brand communications. This message is then to be passed on to the industry customers by the retailers. Following the fashion show, the guests not only had the opportunity to examine the textiles lined up on clothes racks, but also touch them. A delighted Gminder said: “It is great that the people are directly making their way to the clothes racks with the goods. It is fantastic that so many guests came. The mood is great and one has time for more intensive discussions.“
“We wanted to offer our customers a special setting to present our collections and customising options,” Kunze added. “We asked ourselves how we could attract customers from all over Germany. The Mercedes-Benz Museum is a super location that attracts the guests.” The organiser, Knaus, was also satisfied with the outcome: “You never know how it will turn out. It was an entertaining event and the initial feedback from the customers is positive.”
The dance group, Tanzkraftwerk Stuttgart, brought dynamism onto the catwalk with their choreographies
The impressive architecture of the building full of Mercedes vehicles from the last 130 years, the premises overlooking the VfB Stadium and delicious snacks coupled with dance and textiles provided a unique, aesthetic experience. A joint evening dinner at the fun fair Canstatter Wasen brought the day to a pleasant close, because as a traditional company with a history dating back 113 years, Daiber not only focuses on staging products and brand experiences, but also on preserving the customs of the Swabian region.
// Andreas J. Haller
Photos: Andreas J. Haller, © WA Media
