When I joined Braun Büffel, the maison was anchored in tradition but detached from the present.
My mission: transform heritage into momentum — preserving substance while rebuilding relevance.

Through the principle of Intelligent Heritage, I redefined the brand’s core — product, retail, and identity.
The men’s collections, its historical heart, were rebuilt with precision and emotional clarity, merging German rigor with contemporary intuition.
The boutiques were redesigned as spatial extensions of the brand’s new language — light, proportion, and restraint — and strategically repositioned in key luxury districts across Asia.

I introduced audacious co-branding collaborations, bridging art, mobility, and lifestyle. What seemed unconventional became a catalyst for desire and conversation.
The launch of the Urban Line at Culture Cartel — a stage dedicated to street and sneaker culture — marked an unexpected yet defining moment. A heritage brand standing confidently in a new cultural arena.

The result: a maison reborn.
A legacy reinterpreted, a relevance restored, a double-digit evolution in visibility and desirability across the region.