A Kind of Guise combines fair production with modern, timeless design.

A Kind of Guise, which translates to “A Kind of Disguise,” is a German brand founded in 2009 by Yasar Ceviker and Susi Streich in Munich. The brand’s designs are known for their innovative yet understated style. For A Kind of Guise, sustainability and local production play a central role. Their pieces are exclusively made in Germany and Italy and impress with a timeless yet modern look.

A Kind of Guise offers a permanent collection alongside its seasonal lines, called "Permanents." This collection includes timeless basics such as shirts, knitwear, trousers, and accessories that are available year-round.

A Kind of Guise produces fashion and accessories for men and women. The collections are released seasonally, and in addition to these, the brand offers year-round basics. An eyewear collection is also part of A Kind of Guise’s fixed range. Only ethically produced materials are used, which are sourced and processed under fair conditions. Most of the fabrics come from Germany, Italy, and the United Kingdom. Over the years, the brand has used a wide variety of materials, including wool, cashmere, silk, tweed, and faux fur. Additionally, they work with exceptional materials such as Scottish Harris Tweed, Swiss EtaProof cotton, Austrian Loden-Steiner wool, Steiff furs, and luxurious Japanese silks. In February 2022, they introduced a vegan leather jacket made from grapes and plant oils, once again demonstrating how experimental and environmentally conscious their designs are. To produce the jacket, A Kind of Guise partnered with VEGEA. The jacket, manufactured in Italy, is made entirely from recycled polyester and features four metal loops under the arms for enhanced ventilation.

The brand adheres to the philosophy of “Think global, act local” and works closely with small specialized manufacturers in Germany as well as family-run factories in Northern Italy, just five hours from their headquarters in Munich. This proximity ensures high quality and fair working conditions for their employees.

The items, which are positioned in the premium price segment, are available in over 80 department stores and in A Kind of Guise’s own stores in Berlin, Munich, and Merano. In 2024, the brand celebrated its 15th anniversary and opened a new store in Munich. This store reflects the brand’s values by harmoniously combining craftsmanship, design, and attention to detail.

The timelessly elegant brand knows how to stay modern and collaborated with adidas in 2018. Together, they launched a new version of the Ultra Boost, inspired by the Mediterranean coast. The refined sneakers were available in two colors: beige and navy. The beige version featured a white midsole and a yellow outsole, while the navy version came with a white midsole and a gray outsole. Both variants were made from Primeknit and included leather details. Branding was placed on the heel, tongue, and toe cap. The collaboration was extremely successful and sold out within minutes.

These sneakers stood in stark contrast to the shoes that A Kind of Guise produces itself. The brand focuses on classic colors and designs suitable for formal occasions. In January of this year, they introduced their new “Merano” boots in the colors “Whiskey” and black. The shoes are made from the finest nubuck leather with a satin finish and feature a robust Vibram sole. Not only is the name of the shoe inspired by the beautiful Italian city of Merano – the boots are also manufactured there in a small, family-run factory. The boots are a testament to high-quality craftsmanship and exude this quality as well.

A Kind of Guise is also known for creative projects such as the "AKOG Hotel Group," which includes "A Kind of Wine" and "Signature Supplies." These initiatives expand the brand experience beyond fashion and offer select wines as well as unique accessories.

A Kind of Guise is also active on YouTube, where they post modern and humorous videos about their latest collections. On their website, under the "Journal" section, you’ll find a kind of blog that details the brand’s history and provides insights into their travels and production processes. This highlights the inspirations behind their designs and allows people to see how, where, and under what conditions their products are made. Their love for travel is also reflected in their “Souvenir Shop,” which offers limited collections inspired by the cultures and traditions of various countries such as Colombia, Albania, and Peru.

Many other companies could learn from the sustainable Munich-based brand, as it demonstrates how to create stylish fashion using high-quality materials while supporting family-run businesses at the same time.