Fragrance house

Mustang

Mustang began in 1932, when Luise Hermann founded L. Hermann Kleiderfabrik in Künzelsau, Germany, as a small family workwear business. In 1948, Albert Sefranek introduced jeans production using patterns from six exchanged American “Yankee” jeans. The company developed what its official history describes as Europe’s first women’s jeans in 1953, known as “girls camping pants,” and registered the Mustang name internationally in 1958. Its wild-horse logo expressed associations with freedom and the American West. Mustang says it was the first European denim brand to sell stretch jeans, in 1961. In 1974, Heiner Sefranek joined the company as its third generation of owners. The founding family sold its majority stake in 2011 to an investor group led by A-Capital, while retaining an interest in the acquiring structure. In 2012, the brand added “True Denim” to its logo. Mustang relaunched its brand identity alongside a sustainable corporate and product strategy in 2022, and received German Brand Awards in 2023. It entered fragrance with Mustang Signature, scheduled for September 2025, through a licensing partnership with LUXESS.