GEGENHUBER is a label founded in Austria, connecting craftsmanship, attitude and creative freedom.

A person in a black outfit, with a ruffled collar, holding marionette strings attached to a puppet dressed as an old man with a beard, set outdoors against hills and a clear sky.

About

The work draws from early encounters with theatre, puppetry, and marionettes — where form, movement and color converge.

Rooted in traditional tailoring, the practice is defined by precision, structure, and material awareness. Years within theatrical production environments shaped a sensitivity to narrative, silhouette and presence.

A white satin bridal wedding gown laid out flat on a gray surface, with long sleeves, a full skirt, and a long train.
Close-up of a light-colored shirt with a small teddy bear graphic on the tag, featuring two teddy bears holding hands.
A black and white vertically striped long-sleeve button-up shirt with a tie around the waist, laid flat on a green textured surface.

A sense of childhood nostalgia runs through the work — approached as a state of play. Rules are questioned, shifted, and reassembled. Forms remain disciplined yet open, balancing control and intuition.

Person standing on rocky terrain outdoors, wearing a white outfit with pom-pom details, short curly hair, with clouds and a plane in the sky in the background.
A woman standing on rocky terrain outdoors, dressed in a flowing, light-colored outfit, with her hands on her hips, facing the camera. The background features a sky with clouds and a distant hill, with a bird flying overhead.
A person standing outdoors on rocky terrain under a cloudy sky, wearing a long, flowing white garment, with hands near their head and curly hair, captured in black and white.
Black and white photo of a person standing on rocks outdoors, wearing a loose white dress with puffed sleeves, holding one side of the dress with one hand and lifting the leg with the other, with a sky, clouds, and birds in the background.
A person in a white outfit standing outdoors on a hill, with their arm extended and head tilted back, under a clear sky with scattered clouds, captured in black and white.
A woman with short curly hair wearing a loose white outfit standing outdoors on a hilltop with clouds and a blue sky in the background, in black and white.
A person standing on a hilltop outdoors with arms raised and head tilted back, surrounded by clouds or fog, wearing a flowing outfit.

Each piece is developed in-house, from concept to construction, allowing garments to emerge as complete and intentional objects.

Inspired by childhood nostalgia, ruled by disobedience.

Fall into dreams.