Our History

Erwin O. Licher founded the eponymous streetwear brand in 1992, taking the name of his biological father, Freeman T. Porter. Starting in April 1993, he delivered the first Freeman T. Porter models to retailers. In October 1993, Licher transferred the trademark to Rainer Geilfus, who took over logistics and distribution for Freeman T. Porter from November onward. Licher personally developed all Freeman T. Porter collections and productions and ensured their consistent delivery. Fashion Styling Licher was founded in 1995, and Mr. Licher began assembling a team of product specialists. He continued to personally acquire all production facilities in various countries and was responsible for all procurement, quality assurance, and the brand's image. After more than eleven years of successful market penetration and sales of 42 million euro, the business partners separated in the summer of 2004. On August 14, 2004, the Herrlicher brand was launched in Munich with its first collection (which was delivered in spring 2005). Since then, Licher's expertise and personal commitment have been dedicated solely to his Herrlicher brand. The old offices for design and quality management became too small, so in March 2005, product development, quality assurance, administration, customer service, and the new logistics departments were consolidated into new, larger premises. By spring 2006, the warehouse space had to be tripled to meet the increasing logistical demands. Relocation: Since June 2010, Fashion Styling Licher has been operating from a completely redesigned building that had to meet the ever-increasing demands in terms of storage capacity and customer service.

Mr. Licher has settled on fertile ground. Growth is taking hold. The brand's desirability is growing—and with it, the creative power of the design team. In June 2014, there were three reasons for an unforgettable summer party: A second building with an additional warehouse and a magnificent showroom was inaugurated, and the Herrlicher brand celebrated its 10th anniversary.

After increasing incoming goods exceeded existing storage capacity, resulting in the creation of an interim storage facility at a freight forwarder, a lease was signed with the neighboring company in November 2017, and the company moved into the third Herrlicher warehouse in December 2017. After four years, capacity there was no longer sufficient either. All warehouses were abandoned in November 2021 and replaced with a "real" logistics hall that matched the development of the Herrlicher brand. In June 2024, Mr. Licher decided to take an innovative step: By handing over its own warehouse and logistics to a specialized service provider, the Herrlicher brand is now committed to state-of-the-art processes and maximum efficiency. Since September 2024, the logistics structures have been perfectly aligned to the requirements of the future.

Today, the Herrlicher brand has achieved a very high level of recognition in the retail trade – and even more so with end consumers. This standing is constantly confirmed by the strong, consistent sales success. Mr. Licher's goal remains to translate his strategic vision into guaranteed sales – through design efficiency and high product quality, as well as through his approach to giving the Herrlicher brand a responsible image. And it will stay that way.