is your young lifestyle brand from Hatico Mode GmbH. Your traditional company from the heart of Bavaria. With headquartered in Tirschenreuth.
Tradition - Craftmanship - Innovation
Our family business
born and designed in Bavaria
Hatico Mode GmbH, based in Tirschenreuth, Bavaria, was founded in 1947 and is one of the leading German shirt manufacturers. After their expulsion from the Sudetenland, Hans Tischler and his son-in-law Hans Reiter founded the underwear factory Hans Tischler & Co in Tirschenreuth. With four sewing machines and seven employees, they started their adventure - their own shirt manufactory.
Since 2017 Joseph Reiter and Stephanie Supguth, already in the 3rd generation, have taken over the management. Thus, Hatico Mode GmbH is 100 percent in the hands of the founding family.
The brand "pure" was introduced to the market in 1996 and has been a true success story ever since. Pure stands for innovation, lifestyle and the latest trends in colour and form. In the more than 70 years since the company was founded, values and textile knowledge have been passed down from generation to generation. Today, the founder's grandchildren can look back on a long tradition of textile craftsmanship.
4 questions to the management
- What connects you with Hatico and pure? Did you always want to take over the family business?
- What role does fashion play in your lives?
"When I see people wearing our products it makes me happy."
- What drives you?
- What are your plans for the future?
Authentic - High-Quality - Functional
We are real nerds when it comes to processing and choosing the right fabric, because wearing comfort and a high demand on quality and design are decisive 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 trend, stylish and expressively interpreted - pure shirts are perfect for every occasion.
Our design team works on the pulse of time 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 basics to high fashion casual shirts to top business shirts - our product portfolio offers something for everyone.
We use mostly European fabrics and work with long-standing suppliers who share our values and standards. To produce a shirt about 60 working steps are necessary. Despite machine support, there is still a lot of manual work in shirt production. The craftsmanship of our production partners is evident down to the smallest detail and is very close to our hearts.
With us there is 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 and our traditional know-how acquired over many years. They are made with great attention to detail and embody pure joie de vivre.
We are very aware of our responsibility towards humans, animals and the environment. Therefore, it is important to us to focus on short transport routes, fair working conditions and a responsible selection of materials. Our producers and suppliers are all long-term partners with whom we share a common path. We share the same values and ideas and work together for a sustainable future.