Cham,04.07.2012

Local entrepreneurs launch the "kraal"

Mischa J. Sidler and his business partner Daniel Priore have come up with an alternative to the tie. So convinced are they of its marketability they have financed the launch of this new fashion accessory themselves.
 
The new fashion item has been named the "kraal", though South African expatriates will be pleased to hear it is nothing to do with keeping animals in an enclosure. The word is made up of the first three letters of the German for "tie" (Krawatte) with the last two letters from the German word for scarf (Schal). Indeed, this new garment is supposed to convey the elegance of a tie yet with the casualness of a scarf.
 
The idea for the new garment, which is intended for women as well as men, came to Sidler when he was tidying up after his children. "I just picked up the belt of a dressing gown and slung it round my neck. When I then noticed myself in the mirror I was struck by the elegance of it. Then I could not stop thinking about marketing such an accessory."
 
"Being able to express one's personality through clothing is becoming more and more important. These days a tie stands more for old values and uniformity, which explains why it is no longer popular with young people. However, wearing a tie or bow tie is still compulsory on some formal occasions and this is where the "kraal" provides an elegant alternative," said Sidler.
 
The products are made of pure silk in Italy and are being marketed as an exclusive fashion accessory in handmade boxes made of ashwood. One could say they are more of a loose noose. Now there is a good name.
 
From September they will be available from the Sidler Design Shop at number 1 Zugerstrasse in Cham. Further details can be found on www.kraal.ch.