A childhood shaped by fashion, courage, and purpose
She was born in the very year Luis Trenker was founded, grew up with the brand, and fashion has shaped her entire life. Johanna Klemera is undoubtedly well prepared to follow in her father’s footsteps - even though he never expected it of her. “I’m grateful that I was able to make the decision to join the company independently, without any pressure,” she emphasizes. Even as a little girl, she was constantly restyling her Barbie dolls, and of course, she herself was always impeccably dressed from a very young age.
Her love for fashion was sparked early on, not least because of the close bond she shares with her father, Michi, who took her along to trade fairs and client meetings from an early age. It was only natural, then, that Johanna chose to study fashion in Milan. What was less conventional, however, was that she began her career at Luis Trenker in sales—as store manager of the newly opened boutique in Merano. “It was important to me to get to know every aspect of the company. But above all, I wanted to truly understand how customers perceive the brand and what they expect from it.”
She quickly realized that women in particular, had very clear expectations. They wanted the Luis Trenker style to feel less “Tyrolean” and instead more fashion-forward, feminine, and distinctive. Women also seek Variety - always something new and exciting. Men, on the other hand, tend to stay loyal to their style, often buying the same blazer again and again, just in five different colors. Johanna shared these valuable insights with the design team, closely supported their implementation, and, quite naturally, soon moved into production and collection development, where she now plays a key role. The fact that the women’s collection resonates much more strongly today marked one of the first meaningful milestones in her career.
In general, Johanna Klemera is convinced that, as a woman, she can bring a more refined, fashion-forward touch to the brand and elevate its sense of chic. “I truly believe that a female perspective will introduce fresh and important impulses - also because, until now, the final decisions have always been made by a man” she says with a smile. And with a touch of humor, the passionate tennis player adds: “Women are great at multitasking and tend to be more empathetic. I’ve always been a very social person - and that too, is something valuable for a company where 70% of the team is female.”
On one point, however, her and her father, Michi Klemera, are in complete agreement: “Even though we’ve become more fashion-forward and urban over the years, we must never lose our DNA. Our alpine roots always need to remain visible.” Internally, they call it “Trenkerizing” - the process of giving each piece that unmistakable signature through carefully crafted, subtle details. Johanna’s passion for her work is unmistakable. When asked what fashion means to her, her answer is as simple as it is powerful: “Everything.” And what makes Luis Trenker so special? Johanna’s response is full of warmth: “We are a true community. The entire company feels like a family, and our customers are a part of that family. This deep emotional connection is something truly extraordinary. I even receive calls from customers in Germany who travel all the way to Bolzano for a day, just to be advised by Michi and me. That’s what makes us unique. Just like our high-quality fabrics, some of which are exclusively designed and produced specifically for Luis Trenker.”
Authenticity: The true luxury of fashion
And what is Johanna Klemera’s favorite piece? The answer is surprising: “A blue turtleneck sweater from Luis Trenker. It fits perfectly - whether for a more elegant look or for everyday wear. In general, I believe you should wear what truly suits you and never dress up as someone else. Authenticity is the best style.” In closing, the young creative shares a very personal dream: “If, in a few years, my fellow students from Milan, who were all focused on high fashion and couldn’t relate to Luis Trenker at all start wearing our outfits, that would be the greatest validation for me.”