Our vision is to lead a traditional company into the future while acting economically and sustainably. We stand for the highest standards of quality and design.

We want to bring about innovation while living up to our traditional values, putting new ideas into practice and embodying pure joie de vivre.

We are passionate about high-quality fabrics and designs, the associated know-how and attention to detail.

Joseph Reiter: "Above all, I associate it with tradition and the opportunity to transform it into the future. Textiles were actually new territory for me, but I quickly found my feet and quickly discovered my passion for them. Today, I live and breathe 100% Hatico and pure. And the fact that I took over the family business was more of a coincidence. Today I can't imagine doing anything else."

Joseph Reiter: "Of course, fashion plays a big role in my life, both professionally and privately. Clothing shapes our identity. Fashion is a wonderful and versatile tool. We can use it as an expression of our own personality, play with it and slip into other roles. Fashion tells the observer who we are or who we want to be. I like to dress fashionably and enjoy realizing the latest trends in our products. Fashion is also a huge industry and is very global in its development and sourcing. That's why it fascinates and inspires me so much."

Joseph Reiter: We definitely never run out of ideas. Quite the opposite. We always strive to further develop our products so that they are more or less 100% in tune with the zeitgeist, regardless of which of the many menswear segments we are currently working in. At the same time, we try to convey to the outside world that we have a lot of fun doing what we do. Of course, we have a great team behind us that supports us actively in all of this.

We are real nerds when it comes to processing and selecting the right fabric, because comfort and high standards of quality and design are crucial for us.

Our shirts are designed directly in our traditional and family-run headquarters in Tirschenreuth, in the Upper Palatinate. From basics to functional to the latest trends, stylish and expressive interpretations - pure shirts are perfect for every occasion.

Our design team works at the cutting edge to implement the trends and requirements for each season. The respective collections are created in close cooperation with the world's leading Italian fabric weavers and designers. From plain-colored basics to highly fashionable casual shirts to top business shirts - our product portfolio offers something for everyone.

We mainly use European fabrics and work with long-standing suppliers who share our values and standards. Around 60 work steps are required to produce a shirt. Despite machine support, there is still a lot of manual work involved in shirt production. The craftsmanship of our production partners is evident down to the smallest detail and is very important to us.

We have something for every man. In addition, our innovative functional shirt with its revolutionary features meets the demands of the 21st century. Each of our products reflects our signature style and the know-how we have acquired over many years. They are made with great attention to detail and embody pure joie de vivre.

Sustainability

We are very aware of our responsibility towards people, animals and the environment. That is why it is important to us to focus on short transportation routes, fair working conditions and a responsible selection of materials. Our producers and suppliers are all long-standing partners with whom we share a common path. We share the same values and ideas and work together towards a sustainable future.