Steinbock

l and a commitment to authenticity. The company headquarters in Rum near Innsbruck fosters collaboration across creative, administrative, and logistical functions. Steinbock emphasizes sustainable sourcing and respectful partnerships with skilled production artisans, preserving alpine textile traditions while innovating for contemporary fashion needs. Their style balances comfort, practicality, and alpine heritage, suitable for both outdoor activities and formal occasions.

Philosophy

Steinbock is a family business grounded in trust, shared history, and cohesion for the future. It values mutual respect among employees and a deep love for its Tyrolean origins. The brand is dedicated to preserving traditional alpine costume elements with authentic, timeless design and exceptional workmanship. Steinbock prioritizes attention to detail, from quality hardware to fabric selection, and maintains sustainable, appreciative relationships with production partners. The company listens to the natural qualities of honest fabrics rather than transient fashion trends, aiming to pass on alpine heritage and nature preservation from generation to generation.

Sustainability

Materials: Steinbock uses natural, sustainable fabrics such as high-quality loden (including luxury Himalayan loden made from virgin wool and alpaca), boiled wool, wool fabrics, linen, and cotton from sustainable production. Production: The brand maintains sustainable and appreciative business relationships with reliable, quality-conscious production partners, valuing their masterful craftsmanship and skill. Environmental impact: Loden fabric is traditionally produced without chemicals, retaining natural lanolin which repels water, reducing the need for synthetic treatments. Steinbock also incorporates high-tech functional fabrics with recycled materials, balancing tradition with innovation.

Founders

Josef Payr, Background: Textile processor who started the family business in 1938 in Telfs, Tyrol, together with his wife Thusnelda. He instilled a passion for special materials and high-quality craftsmanship that has been passed down through three generations.. Thusnelda Payr, Background: Co-founder alongside Josef Payr, contributed to the early textile processing and family legacy in Tyrol.

Background

Founded in 1938 by Josef and Thusnelda Payr in Telfs, Tyrol, Steinbock has evolved over three generations into a respected family business headquartered in Rum near Innsbruck. The brand has continuously developed its product range and design, sourcing materials from Austria, Germany, Italy, and Switzerland. Steinbock is known for its use of traditional alpine fabrics such as luxury Himalayan loden, boiled wool, and sustainable linen and cotton. The company combines traditional craftsmanship with modern production techniques and design sensibilities, maintaining a strong connection to its alpine roots and cultural heritage.

History

Josef Payr and his wife Thusnelda began processing textiles in 1938, establishing a family tradition of high-quality alpine clothing. Over the decades, the brand expanded its offerings and refined its craftsmanship, focusing on natural materials and sustainable production. The current managing director, Joseph Payr, represents the third generation continuing the legacy. Steinbock has maintained its headquarters in Rum near Innsbruck, fostering integrated creative and operational collaboration. The brand has preserved traditional alpine costume elements while adapting to modern fashion demands, emphasizing durability, authenticity, and environmental responsibility.