In 1967 Trixi Schober joined the clothing company that her husband had founded in 1950. At that time she was 21 years old. In 1974 she brought out her first solo collection under the “Joy-Trixi-Schober” label - to a rapturous response. As the pioneer of a pure, elegant and yet feminine business look she set revolutionary standards within the industry.
The confident air of understatement runs through to the brand image, reflecting the fact that she deliberately decided against any superficiality in the branding. The unmistakable TRIXI SCHOBER style, combined with the TRIXI SCHOBER logo and the muted “X”, continue today to express the subtle, self-confident brand image.