Mustang Jeans founder Albert Sefranek died on Sunday at the age of 93.
Sefranek converted the company from a textile business to a jeans brand in 1948, legendarily by exchanging six bottles of schapps for six pairs of US jeans “paving the way for a true German success story in the denim business”.
He remained at the helm of the business - which was the first to launch women’s jeans - until 1990, when he passed over the general management of the company to his son Heiner, although continued to work at the company until 1995.
Mustang chief executive Dietmar Axt said: “Albert Sefranek was the man who brought the jeans to Europe. He was an entrepreneurial legend, without him the success of Mustang would have been unthinkable.”
Mustang now employs almost 600 people, 150 of which are based in the founding German town of Künzelsau, and sells into 44 countries.