Sponsored and organized by F1-Generation GmbH

Founder and owner, Andreas Hüttenhölscher, of the German company F1-Generation GmbH presents the MuseARTa art sock brand, which he founded: how he came up with the idea, who the customers are, how quickly the brand has grown, and how the art sock production process takes place.

F1-Generation GmbH is one of the most successful fashion distributors in Europe and now markets more than 20 internationally renowned brands, such as MICHAEL Michael Kors, Stella McCartney, Hugo Boss, Spanx or Kate Spade. F1-Generation GmbH’s brands range from lingerie and loungewear to swimwear, hosiery, stockings and shaping underwear.

Andreas Hüttenhölscher came up with the idea of having museums produce socks, initially only for certain exhibitions exclusively for the exhibiting museum, as part of existing distribution partnerships.

Early collaborations were quickly established with world-class museums, such as the Rijksmuseum in Amsterdam, but suppliers were never as fast as needed. So Andreas Hüttenhölscher took over and decided to create his own brand, covering the entire art world. In October 2019, MuseARTa was born!

Speaker:

• AndreasHüttenhölscher, company owner F1-Generation GmbH

The panel will be held on Thursday, Nov. 17, from 2:30 to 3 p.m. in the Macchia Room.