Tradition
How we became who we are
With passion since 1880
Over 140 years of company history and five generations of leadership. A lot has transpired since Valentin Fraas founded the company. Today, the legacy continues under the guidance of Alexander and Andreas Schmidt, the fifth generation of the family at the helm.
Wüstenselbitz proudly reflects on 200 years of textile tradition.
Long before industrialisation, skilled weavers created textiles on hand looms here, preserving and passing down this knowledge through the ages. The company started with just ten employees, but by the turn of the century, we had expanded to around 100, quickly reaching beyond our Franconian roots.
In 1982, we evolved into an international producer, establishing subsidiaries in New York, Toronto, London, and Hong Kong, followed by sales offices in the Czech Republic, Poland, Japan, and Korea. We realized that for tradition to endure, it must be enriched with new knowledge and openness to innovation.
5th generation
The curiosity and adventurous spirit of managing directors Alexander and Andreas have thrived in this global environment. They expanded our international network to include South America and Australia. In 2005, we celebrated our 125th anniversary, and the following year, our own brand, FRAAS - The Scarf Company, was launched alongside a new website featuring an online store at fraas.com.
Today, we blend proven quality standards with trends, sustainability, and fresh ideas. Regardless of the weather—be it snow, rain, or sunshine—we aim to provide the perfect accessory for any occasion. Since 2023, we have been a license partner of the globally recognized bugatti Scarves & Headwear MEN, and in the summer of 2024, we acquired the LOEVENICH hat brand. This multi-seasonal partnership enhances our women’s collection to include sun hats, straw hats, visors, event hats, baseball caps, rain hats, and bags. Additionally, we are entering an exclusive distribution partnership with Shedrain, the leading supplier of umbrellas in the USA, further strengthening our product portfolio for a prosperous future.
