Our story
Our story
Discover the heritage of Schöffel SPORT - from our roots to the present day.
Discover the heritage of Schöffel SPORT - from our roots to the present day.
The beginning.
In 1804, Georg Schöffel received a license to trade in hosiery – the beginning of an extraordinary story. The world's oldest outdoor clothing company of its kind started out selling stockings, socks, nightcaps, and Swabian pointed caps. Schöffel grew over generations, driven by entrepreneurial spirit, fate, and, time and again, the courage to break new ground.
Looking Back.
Shortly after the company was founded, Georg Schöffel's son Josef was called up to fight in the war. During the fighting, the young man from Schwabmünchen saved the life of the Bavarian Crown Prince Ludwig. The result: a lifetime annuity for Josef, which he invested in his itinerant stocking trade and which paved the way for his marriage to Theresa, a farmer's daughter. Later, the traveling merchants settled down in Schwabmünchen and established a textile business, which was passed down and expanded from generation to generation.
After World War II, a new chapter began in the family saga: since Ludwig Schöffel, the designated head of the company, had been killed in action in Russia, his younger brother Hubert, born in 1930, took his place and soon struck out on his own. First, the then 28-year-old implements an ambitious plan: he has a new, modern clothing store built. It opens in 1960 and is managed prudently and skillfully for decades by his wife Lydia, who dies in 1999.
A new era begins with Hubert Schöffel.
With Hubert Schöffel, a sixth-generation businessman, the family business began a new chapter in the 1960s. In 1961, he took over a disused lederhosen factory in Schwabmünchen and ventured into production. What began with three sewing machines grew rapidly: soon, 40 employees were working in production, sewing men's and children's trousers. Shortly afterwards, Hubert recognized a new trend: hiking was becoming popular.
In 1967, he invested in a new factory to specialize in sportswear. His courage paid off. Within four years, Schöffel became the market leader in trousers and, from 1975, also in anoraks and hiking clothing. With the introduction of the Jethose, which was worn over ski boots for the first time, Schöffel also shaped an entire style. It was the beginning of a new era.
The GORE-TEX® milestone.
At the end of the 1970s, the textile industry underwent rapid change: new materials and coatings opened up possibilities that had been unimaginable until then. Hubert Schöffel was also looking for alternatives – and discovered GORE-TEX®. The windproof and waterproof membrane was considered groundbreaking, but technical difficulties initially unsettled customers and manufacturers. Schöffel took a bold risk: without a single order on the books, he reserved capacity for 24,000 jackets.
The breakthrough came in 1983. Sport Schuster in Munich ordered 70 mountain anoraks called Tibet, while Gore attracted attention with a large-scale advertisement in daily newspapers. By noon on the day of publication, all the anoraks had been sold – a few months later, thousands more would follow.
The generational change with Peter Schöffel.
In 1986, Peter Schöffel joined the family business as the seventh generation. After completing his apprenticeship in marketing and sales, he took over the management of the company in the early 1990s. Peter Schöffel has shaped the company since the 1990s. For over 35 years, he has led the brand to international prominence in the outdoor and ski market.
He focuses on clear positioning and premium quality. Under his leadership, the three-pillar strategy SPORT, TEC, and PRO is developed. Schöffel SPORT concentrates on the outdoor market. Schöffel TEC focuses on textile equipment for public authorities, and Schöffel PRO focuses on workwear.
Ich bin raus.
In 2012, we came up with the slogan that still defines us today. Our slogan is more than just a catchphrase. It expresses our attitude: it doesn't always have to be higher, faster, further. Ich bin raus. (German for “I'm out.”) means enjoying time in nature. Simply being outside, moving consciously, and breathing deeply.
Refined brand positioning.
In 2024, Schöffel SPORT will launch a comprehensive relaunch. Ich bin raus. remains at the heart of it all. A promise to find peace outdoors and discover yourself. Schöffel deliberately focuses on the topics of health and mental well-being. Because today more than ever, nature is a source of balance and new strength. Our values of reliability, joy, and self-determination give people the freedom to be themselves. This attitude is expressed in the characteristic Schöffel seam: a symbol of quality, craftsmanship, and durability.
The eighth generation has taken over.
Jakob Schöffel has been managing partner of the Schöffel Group since February 2025. With him, a new chapter begins. Rooted in tradition, but focused on the future. Under his leadership, the brand is being consistently developed, modernized, and strengthened internationally.
