Licona

About Licona Brand

Licona makes international menswear. For men with the charm of the Viennese tradition and culture. The move at the Opernball as expertly as at the Lifeball. Men for whom it is important to be well dressed. At their job just as well as at the New Years concert. And who attach great importance to the fascinating details of the Viennese Workshop.

The rise of the family business founded in 1928, is closely linked with the Swinging Sixties and Seventies, a symbol for young, edgy fashion. Licona was following the spirit of optimism by promoting young talent. In our own design studios creative ideas were given free rein. Here lived the avant-garde the spirit of "Anything Goes".

Since the early 70’s, Licona as the fashion brand of the celebrity’s, is a household name. From Peter Alexander on to racing legend Jochen Rindt to Prince Rainier of Monaco reaches the spectrum of those who were on cordial terms with Licona.

In the late 80’s Licona renewed its role as a trend scout. The today already legendary collaboration with Helmut Lang, in the meantime world-famous Austrian designer. Collections were produced according to his designs. On the occasion of the Paris / Vienne exhibition at the Centre Pompidou in Paris, Helmut Lang presented his first international collection in 1986, in collaboration with Licona. Sensational success on all worldwide sales-shows was the result.

And at the beginning of the new millennium Licona picked Gregor Pirouzi and Hermann Fankhauser to head the young design team. Pirouzi was hired from Vivienne Westwood in London after completing his studies at the Wiener Hochschule für Angewandte Kunst. He took over the creative direction of "Atelier Versace" after the death of Gianni Versace. After a brief stint as creative director at the house of "Krizia", Pirouzi designed the 25th anniversary collection for Giorgio Armani. Hermann Fankhauser studied with Helmut Lang. He has won with his avant-garde label "Wendy & Jim" many international awards. His fashion is exhibited in numerous Design Museums. From Paris to Tokyo, Hermann Fankhauser is represented in his own showrooms.