It was in the summer of 1969 when Bernd Freier opened the first Sir Oliver boutique in his home town of Würzburg. It was the year of dreams, visions and changes. Bernd Freier set himself one goal: to provide desirable fashion for stylish people, to set trends rather than respond to them, and to realise his own ideas. 1969 was a long time ago.

On 19th July 2013 the international fashion company S.Oliver celebrated the comeback of its sub-label Sir Oliver in Düsseldorf and revealed the answer to the mysterious question “Who is Sir Oliver”. With a live performance by Leslie Clio and a 60s-style fashion show, the fashion label Sir Oliver has begun to re-position itself as an independent label. Formerly Selection by S.Oliver, the repositioning will involve the renaming of the brand back to its original title Sir Oliver. The brand has a new logo to visually confirm its move into modern times. The addition of “established 1969” confirms the brands longevity and awareness of tradition.

The strategic alignment of Sir Oliver is seen in a cosmopolitan and stylish statement collection with passion for detail. At the heart of the product pallet is its range of individual high-class items from business suits to cocktail dresses. The label also offers an upper-casual line. “We want to tell a story with Sir Oliver. The story of our origins and the story of an era that was notable for its fashion, art and changes. We want to live our spontaneity and our passion for experimenting and we want to delight our customers with carefully chosen fashion highlights,” says Anita Beckmann, Product Director, Sir Oliver.

The brand has invested in a completely new look for the presentation and for the exclusive mono-brand stores. The store construction is also being given a new look to match the brand’s alignment. Straight lined store construction elements meet the classic principles of spatial design. Semi-transparent in design, the interior can be seen from the street or mall. Soft contrasts are created by champagne-coloured suede panels, bronze tinted windows, white walls and structural elements as the main tonality. Cool grey becomes the new accent colour. The oak herringbone floorboards and muted wall colours, highlighted by exciting accentuated lighting in finely graded shades, enhance the brand value. The aim of the label is to position itself as an independent brand with a separate design language and communication and to expand internationally.

The company is starting with its first own Sir Oliver mono label store in Frankfurt. There are currently 25 Selection by s.Oliver stores that will be changed over to the new brand. Around 100 further analogous franchises and retail stores are planned for the next five years.