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Tradition meets trend: wool & thread conquers Währinger Straße!
Discover Währing: “Wolle & Faden” has been combining tradition and trend in the textile trade for 40 years. Visit Jacqueline Gugerel!
Tradition meets trend: wool & thread conquers Währinger Straße!
On Währinger Straße, more precisely at Wolle & Faden, tradition is being rethought. Owner Jacqueline Gugerel is the fourth generation to run the business and brings a breath of fresh air to the local textile trade. Previously known primarily for sewing accessories, the range has now expanded to include 50 percent wool and 50 percent sewing supplies. This means that creative craftsmanship remains trendy even in times of social media, because Gugerel has a good feel for current developments, as she follows on Instagram and TikTok. MeinBezirk reports that ....
The location was not chosen by chance: the previous store, Pribil, was there for 40 years and gave the new generation the perfect start. The target group is diverse, from young creatives aged 20 to 30 to grandmothers who enjoy embroidery and mending clothes. Perhaps it is precisely these personal touchpoints that ensure close exchanges and gossip among customers.
A look back at the challenges
The corona pandemic has not only significantly affected trade, but also the textile industry in Austria. However, while the industry recovered in 2022 and achieved sales of around 9.3 billion euros, things often look very different for smaller retailers. Wolle & Faden is under economic pressure due to rising fixed costs and stagnating sales, which can be felt in many corners of the retail sector. More and more customers are preferring online shopping, which is causing problems for stationary sales. Around 50 percent of Austrians already spend their clothing on online shops, a trend that poses challenges for retailers as Statista shows.
But Jacqueline Gugerel remains optimistic and sees her personal touch as a decisive advantage: “We not only offer products, but also individual advice and special orders,” says the entrepreneur. With a small but excellent team of two part-time employees, including her daughter, who already represents the fifth generation, the business remains familiar and close to the customers.
The offer and the courses
A highlight of the range are the courses offered, such as sock knitting in the rear kitchen. “It’s just fun and brings people together,” explains Gugerel. It is this mix of tradition and new trends that makes Wolle & Faden a distinctive destination in the neighborhood. Opening hours are Monday to Friday, 10 a.m. to 1 p.m. and 2 p.m. to 6 p.m., and Saturdays from 9 a.m. to 1 p.m. - ideal times to stop by and be inspired.
With a close connection to the neighborhood and a clear focus on personal advice, Wolle & Faden will remain the point of contact for all sewing and knitting enthusiasts in Vienna in the future. Währinger Straße has regained a piece of tradition in the form of creative crafts, and that is not only a benefit for the business, but for the entire community.