Brand Profile: The IRIEDAILY Ethos: Wear What You Stand For
IRIEDAILY, based in Berlin’s Kreuzberg, started out printing band merchandise then turned into a full-on streetwear brand with a strong message. We caught up with the team to hear how it all began, what drives their designs, and what’s coming next.
IRIEDAILY started as a screen printing company and evolved into a streetwear brand. Can you walk us through the moments that led to the shift from producing for others into making your own streetwear?
IRIEDAILY’s roots go back to 1990 when WARD PRODUCTIONS was founded in Berlin-Kreuzberg as a screen printing company. Initially focused on producing band merchandise for iconic Berlin bands, the team shifted to creating their own streetwear, officially launching IRIEDAILY in 1994. Over the years, street artist Jaybo Monk helped shape the brand’s identity as art director. Today, Daniel Luger and Walt Molt remain the owners and are still actively involved in the business. With around 40 employees, IRIEDAILY continues to operate from its original Kreuzberg location, staying true to its roots.
Can you tell us about your logo design and what it represents?
IRIEDAILY’s logo embodies our core values. The motto “The Word is mightier than the Sword” is represented by a feather over a sword, symbolizing our belief in peaceful dialogue over violence. We see creativity as a powerful tool against injustice. The logo also features the iconic ‘no matter’ design and a subtle ‘ID’ glyph, a nod to our roots since 1994, marking over 31 years of Berlin-based streetwear.
Please tell us about the management team guiding the business today.
Our team today is led by the founders Daniel Luger and Walt Molt, who remain deeply involved in day-to-day operations. Over the years, the company has grown to about 40 employees, and we continue to be based in our original Kreuzberg location, maintaining the same spirit and values from when we started.
What sustainability practices does Iriedaily follow in the production of its garments?
Sustainability is in our DNA at IRIEDAILY. We focus on fair production, eco-friendly materials, and timeless streetwear that’s both stylish and responsibly made. As a proud member of the Fair Wear Foundation, we work to improve labor rights and working conditions. Additionally, all our vegan products are PETA-approved, and we continue to prioritise sustainable materials in every collection.
What are your most popular products and/or collections at the moment with the consumer?
For Spring/Summer ’25, key pieces include the Nanolo Shirt Jacket with its unique pigment wash, the GSE Cord Jacket, and our Berlin Basic—the Auf Deck Jacket made from recycled nylon. Embroidered tees and our patterned Resorio Summer Shirts are also strong. For women, highlights include the Patchy and Nany Shirt Jackets, graphic tees, and, of course, embroidered tees. The Tenca Pant and the all-time favorite La Palma Pant remain top picks.
And the key products in the next line?
For Fall/Winter 2025, we’re focusing on fleece, heavy canvas, cord, and our iconic patterns. Men’s highlights include the Dock36 Swing Jacket with heavy canvas and teddy lining, the Auf Deck Fleece Jacket with recycled micro fleece, and the Bubble Cord Shirt. Embroidered tees remain a staple. For women, we’ve got the Arctikmix Jacket, a recycled nylon and teddy fleece combo, the Arctik Long Jacket, and the Arkta Teddy 2 Jacket, all with unique patterns. Embroidered tees continue to lead the women’s collection.
Collection Story
For Fall/Winter 2025, IRIEDAILY focuses on Refined Workwear & Classics, combining utility and durability with modern style. Inspired by classic workwear, the collection features practical details like cargo pockets and sturdy fabrics, perfect for daily wear. Versatile overshirts and shirt jackets offer both function and style, ideal for layering in colder months. Refined Classics continue to be a key trend, with sporty styles in timeless silhouettes, enhanced by modern designs and fresh color combos. The seasonal palette includes rich, earthy tones like Wine, Greyblue, Crown Blue, Bottle Green, and Camel, capturing the warmth and depth of winter. We’re also seeing strong demand for relaxed fits across both men’s and women’s collections. New pieces include premium sweatshirt lines like ‘Flag Loose,’ innovative fleece styles, updated puffer jackets, and our iconic Berlin Basics, which are refreshed each season with new colors and materials.
What are your marketing stories for 2025/26?
We’ve got exciting collaborations with artists, musicians, and people from sports like cycling, football, and skateboarding. There’ll also be plenty of community events where we give creatives from all backgrounds a platform. Sustainability remains a big part of what we do, not just in our design and production, but also by involving people through things like repair cafés and clothing swap events to inspire more sustainable living.
Where do you see the most opportunities for growth for Iriedaily over the coming years?
As an owner-managed brand, IRIEDAILY focuses on healthy, organic growth. We continue to value our retail partners, some of whom have been with us from the start, and we’ll keep fostering those relationships. We also work on topics like e-commerce, marketplaces, and D2C, but always in line with our values and long-term vision. We’re also excited about creative collaborations, local events, and pushing sustainability in new ways, inviting people to join us in creating a more conscious lifestyle.
