TREND FORECAST
Drykorn at 30: Marco Götz on Staying Independent and Growing Abroad
Three decades in, Drykorn remains independent while expanding beyond its German roots, balancing design integrity with international growth.
Drykorn at 30: Marco Götz on staying independent and growing abroad
In an industry where scale often dictates influence, Drykorn marks three decades as a testament to a different blueprint: independence, disciplined diversification, and a willingness to adapt without surrendering identity. Marco Götz, founder and driver of the Würzburg-born brand, reflects on a journey from 100 pairs of black wool trousers to a contemporary label with a genuine international footprint. While growth is on the horizon, the core principle remains unchanged: build on what Drykorn stands for rather than chasing every trend.
The decision to remain independent and build the company on our own terms has given us the freedom to make decisions based on what we believe is right for Drykorn.
Götz’s starting point—observing a gap between classic menswear and the progressive aesthetics seen in clubs and street culture—remains central to Drykorn’s design philosophy. The brand’s first stores and retailers were won by the founder personally engaging with buyers and turning Loveparade-era energy into a sales funnel. The narrative is less about a rapid expansion and more about a curated ascent: measure, learn, and invest where Drykorn can maintain its design integrity.
A notable strategic shift emerges in Drykorn’s evolution: women’s wear has grown from a single trouser reinterpretation into a key driver of the business. Götz emphasizes that womenswear is not an afterthought but a core pillar—an important signal for retailers and merchandisers evaluating Drykorn’s brand fit in multi-brand environments and standalone stores.
We don’t see womenswear as an addition to menswear… It’s a strong part of our business, and we see great potential to develop it further.
The Drykorn model remains firmly owner-run. The leadership update in mid-2026—co-CEO Marino Edelmann joining the executive team and an expanded remit for Götz covering technology, corporate development, and marketing—signals a modernized governance approach designed to scale without surrendering Drykorn’s core identity. For operators and investors, the lesson is clear: governance that retains founder-driven control can unlock strategic investments without compromising brand language.
Geographically, Central Europe remains the brand’s anchor abroad, with Spain and Greece delivering significant performance since they were added about two years ago. Götz points to the Netherlands, Austria, and Switzerland as opportunities, underscoring a strategy of selective presence rather than ubiquitous market coverage. For retailers, this translates into a recommendation to optimize distribution by prioritizing high-potential markets where Drykorn’s identity translates most powerfully into consumer value propositions.
In resort destinations such as Mallorca and Ibiza, Drykorn faces different buying rhythms: spontaneous purchases require a refreshed, condensed assortment that aligns with local tastes while preserving the signature Drykorn DNA. The company’s stance is to resist stylistic homogenization—no forced shifts toward Scandinavian or French aesthetics—emphasizing recognizability and consistency across markets. This stance offers a roadmap for retailers managing seasonal and destination-driven demand, highlighting the tension between local adaptation and brand continuity.
Looking ahead, Götz frames Drykorn’s growth as international expansion without erosion of character. The metric of success is recognition of a distinctive Drykorn silhouette and design language, not merely numerical targets. For trend forecasters and merchandising teams, the takeaway is to monitor how Drykorn’s product family—spanning menswear and womenswear—continues to signal a cohesive, durable contemporary aesthetic that can weather shifting macro trends.
KEY TAKEAWAY
Independent, deliberate growth matters as much as the products themselves. Drykorn’s path shows how a brand can scale internationally while maintaining control over its design language and investment priorities, a model for operators prioritizing brand integrity over quarterly pressure.
- Strategic localization: tailor assortments to travel and resort destinations without diluting Drykorn’s identity.
- Selective market expansion: prioritize regions with proven affinity and clear growth vectors (Central Europe as anchor, Spain/Greece as accelerators).
- Independent governance: maintain founder-led control to enable long-term investments in technology, marketing, and store formats.
- Womenswear as a core pillar: treat womenswear as a central driver, not a side line, for retail planning and cross-channel merchandising.
- Identity-first design: preserve a recognizable Drykorn silhouette rather than conform to external fashion currents.