Today marks the start of Oktoberfest, the world’s largest folk festival, in Munich. For the next 14 days, the city will come alive with the vibrant sight of traditional costumes, with locals and visitors alike donning dirndls and lederhosen to celebrate Bavarian culture.
Taking inspiration from this festive atmosphere, we visited Jörg Hittenkofer, the founder and designer behind the renowned traditional costume label, Gottseidank. In the heart of his studio, surrounded by carefully crafted garments, we had the pleasure of chatting with him while trying on a selection of his beautifully designed dirndls. It was a unique opportunity to explore not only the artistry behind these iconic pieces but also the cultural heritage they represent.
IRMA: How can I imagine a typical workday in your studio?
JÖRG HITTENKOFER: A typical day in the studio? There really is no such thing. Every day brings new ideas and challenges. We work closely together as a team, always exchanging ideas. Whether we’re working on a new collection or looking for the perfect fabric – it’s the mixture of craftsmanship and creativity that shapes our everyday life. No day is like the other, but each one brings us a step further. In our endless quest for perfection.
IRMA: Why do you design and make Tracht, how did you get there?
JÖRG HITTENKOFER: For me, Tracht is more than just a piece of clothing – it connects tradition and modernity in a timeless way. I have been fascinated by this combination of culture, history and perfect craftsmanship for a very long time. When I founded Gottseidank, my goal was to preserve this understanding while also creating a sense of style and individuality. We design Tracht because it’s a bridge between the past and the present – and because it gives us the freedom to create something real and unique.
IRMA: How do you balance traditional craftsmanship with an edge but still keeping an authentic design language?
JÖRG HITTENKOFER: The key for us is to maintain the essence of tradition without getting stuck in it. We anchor in craftsmanship and history, but also take inspiration from modern influences. It’s about finding the right balance – interpreting traditional elements in a way that feels contemporary without losing authenticity. By working with respect for the craft and at the same time being bold enough to try something new, we create our design language: deeply rooted in tradition but with a fresh, modern look.
IRMA: How would you like to see Tracht be worn in everyday life?
JÖRG HITTENKOFER: We would be happy if Tracht was worn in everyday life in the same lively and versatile way as we understand it. It’s not about forcing yourself into traditional clichés, but about reinterpreting classics from the history of Trachten with a modern flair. A traditional double-breasted jacket from the turn of the century can go just as well with an elegant evening dress or casual jeans. The trick is to combine these pieces in such a way that they retain their traditional charm but at the same time show off in a modern context. That way, the costume remains dynamic and relevant, and each piece tells a story that both respects tradition and reflects contemporary fashion.
IRMA: Some of your pieces have a strong folkloric influence, where do you draw inspiration from?
JÖRG HITTENKOFER: My inspiration comes from the defining impressions of my childhood in Upper Bavaria – old garden fences, the local taverns, and the everyday scenes I experienced there. These images and memories are deeply anchored in my mind and reflect a sense of morbidity, values, and craftsmanship. The authenticity of these experiences shapes the DNA and philosophy of Gottseidank. It’s important to me that the tradition and authenticity I felt back then remain alive in our designs and reflected in our work.
IRMA: How does it feel to walk along the Wiesn and see your creations worn. Can you tell us about a look which has surprised you positively?
JÖRG HITTENKOFER: It’s a matter of giving and receiving. We send out a vision of taste and an idea, and every dirndl, every vest, every jacket that is worn is a choice, an alignment with what we represent. The people who wear our creations establish a connection with us and our philosophy – that fascinates me again and again. A heartfelt thank you to everyone, but also a ‘you’re welcome’ from our side.
IRMA: Oktoberfest, what comes to your mind, and where is your favorite spot during these two weeks?
JÖRG HITTENKOFER: Oktoberfest, for me, is a time when people come together, wear Tracht, and celebrate. My favorite place? I don’t really have one. Sometimes I’m in the middle in the hive of activity of the tents, and other times I enjoy the peace and quiet outside between the stands.
IRMA: A favorite accessory to add to your Dirndl?
JÖRG HITTENKOFER: Less is more! Instead of overloaded details, we focus for simple elegance. An interpretation of the traditional black Trachten shoe complements the overall look and emphasizes the wearer’s strength, elegance and sense of tradition.
