Drykorn at 30: Marco Götz on staying independent and growing abroad

When Marco Götz founded Drykorn in Würzburg in 1996, he started with 100 pairs of black wool trousers and no business plan. Three decades later, the label is sold in more than 1,000 multi-brand stores worldwide and has grown into a full contemporary brand for men and women, and it remains independent and owner-run.

To mark the anniversary, Drykorn launched "Dryconic" in October. The capsule collection revisits six signature pieces from its 30-year history, three for women and three for men. The campaign features Nadja Auermann, Lorena Rae, DJ Hell and Lennon Gallagher. “The idea isn’t to recreate the past, but to show how good design can remain relevant over time,” Götz told FashionUnited.

Drykorn was built on gaps Götz saw between classic menswear and the progressive styles worn in clubs and on the streets, he said. He sold the first trousers by driving to retailers himself and at events such as the Loveparade in Berlin. “When the first really good stores started believing in us and placing repeat orders, that was an important sign,” he said.

Womenswear, which began with a women’s trouser based on a men’s style, i...