Traditional Alpine fashion has never stood still. While Lederhosen, Dirndl and classic Tracht continue to carry a strong cultural identity, the way people wear them has changed considerably. MEI SCHUA! is part of that development, approaching traditional footwear from the perspective of contemporary fashion, product development and everyday comfort. The young label was established in 2024, but its story is rooted in much longer experience in the international footwear industry. Behind the brand is Michael Lorum, a shoe designer, entrepreneur and CEO of Switzerland-based PLD AG, whose professional background covers design, product development and manufacturing. His interest in Tracht is personal as well as professional. Lorum has long worn and appreciated traditional Alpine fashion himself, and his idea was to bring his footwear experience into a category where traditional forms could be interpreted with a more contemporary attitude.That approach is reflected in the name of the philosophy behind MEI SCHUA!: “TRADITION MEETS INNOVATION”. The intention is not to replace established forms, but to develop them. Classic influences are combined with contemporary silhouettes, selected materials and modern colours, while fit and comfort remain central to the design process. It is a distinction that becomes particularly relevant when traditional shoes are considered not simply as accessories for special occasions, but as products people may want to wear for several hours at a time. For Lorum, the appearance of a shoe is only part of the equation. It also has to work in real life, feel right and remain comfortable after extended wear. That practical perspective is one of the defining elements of MEI SCHUA!, where fashion and functionality are treated as complementary rather than competing ideas.
The collection reflects this broader understanding of traditional footwear. Alongside classic men’s styles are contemporary Haferl-inspired designs, feminine ankle boots and elegant shoes that are not restricted to being worn with a Dirndl. This gives the footwear a place between heritage and modern wardrobe dressing. A pair can retain the unmistakable character associated with Alpine fashion while avoiding the feeling of being a costume piece. That balance is important to the brand. MEI SCHUA! wants its designs to feel authentic when combined with Lederhosen or a Dirndl, while also making sense outside traditional settings. In this way, the collection addresses a wider lifestyle rather than a single type of occasion. The traditional reference remains visible, but it does not have to dictate the entire look.There is also a less visible side to the brand that helps explain how the concept is translated into actual footwear. Lorum’s experience in manufacturing gives him direct insight into what happens after a design leaves the sketchbook. Colours, materials, lasts and construction decisions have to work together before an idea becomes a finished shoe. Through PLD AG, he operates within an international production network serving fashion retailers, supermarket groups and established brands worldwide. The company states that approximately nine million pairs of shoes are produced annually within this network. Part of the production operation is based in Vietnam, creating an unusual connection between the emotional world of Bavaria and the Alps and an international footwear manufacturing environment. For Lorum, however, the two are not contradictory. The traditional inspiration comes from one place, while the production expertise needed to develop it belongs to a global industry.
MEI SCHUA! has also developed connections within the traditional fashion scene, including its relationship with Dr. Axel Munz and Angermaier. What began as a business relationship developed into a friendship, with collaborations, events and an international network helping the young label reach personalities from entertainment, sport and international show business. The story has consequently moved beyond the Alpine environment in which the shoes originate, reaching as far as the red carpet in Hollywood. Yet the central idea remains relatively simple. Lorum does not identify one secret behind a MEI SCHUA! shoe, instead pointing to the combination of appearance, materials, details and, above all, fit. For a brand that describes its philosophy as tradition meeting innovation, that combination may be the most direct expression of what it is trying to achieve: keeping the recognizable character of Alpine footwear while giving it room to move into contemporary life.