European Erfo Label | Part 2

Much like all fashion businesses, behind-the-scenes Fella Hamilton is preparing for Spring Summer 2024!

Sharon & David Hamilton visited their long-standing European fashion supplier ERFO, in Germany, to view the latest collections on display in their showroom.

The ERFO showroom in Germany

The relationship between Fella Hamilton and their European supplier ERFO began 12 years ago and has continued to flourish over time. ERFO, a prominent family-owned German brand, was established in 1937 by Eduard Schmidt. His vision was to create exquisitely crafted women's blouses that allowed for ease of movement. Today, after more than 80 years, the company remains dedicated to producing fashionable clothing for women who embrace their authentic selves.

On their buying trip, Sharon and David Hamilton met with ERFO's Export Manager, Tim Egbers. They spoke to Tim about ERFO's long history within the fashion industry (See ERFO Blog Part 1 for the full story), and they viewed an extensive selection of exquisite, premium garments for which the ERFO brand is renowned.

Tim from ERFO, Sharon (wearing ERFO's Maya Ikat Tunic & Sandy Jeans in white) & David Hamilton at the ERFO showroom 


- 2024 designs in ERFO showroom 

In our Melbourne Head Office, we took the opportunity to ask our in-house fashion team about their admiration for ERFO and to gather some styling advice for the upcoming season.

1. What does Fella Hamilton love about ERFO?

[Adrienne] We at Fella Hamilton love working with ERFO. We find that ERFO is the German equivalent to Fella Hamilton in that they have beautiful fabrics and prints that are on trend, with excellent quality, a classic fit and tailoring.

Their European prints which are designed exclusively for the label, are beautiful and add a European touch to our range while maintaining Fella Hamilton’s requirement for excellent quality.

2. What is your inspiration for the upcoming Spring Summer range? 

[Adrienne] Like ERFO we get inspiration from the designer catwalks around the world. We take ideas and transform them into our own vision on how we are wanting our ranges to look. On trend colours and fabrics are used to create garments that are more suitable for our Australian climate and tweaked to the colours that we know our customers will love to wear.

For Summer we are loving all the colour and prints, our ranges work hand in hand together and ERFO flows perfectly along side ours.

3. What exciting new season fabrics & styles do you have this Spring Summer season?  

[Maria] The ERFO collections are a standout for us as they combine classic and on-trend looks which we love, including beautiful tailored shirts in classic and eye-catching prints. As these are made in Europe, the attention to detail and workmanship is evident with little details that make them stand apart from other shirts - for example, they have contrast stitch detail or trims and buttons which elevate the shirts from a basic style to something very special.

Alongside the fantastic shirt range from ERFO, we are also drawn to the prints in dresses, shirts and blouses made from linen and cotton. The Spring Summer prints from ERFO are bold choices showcasing bright colours and we especially love the boho inspired print which we call Maya. The Maya Ikat Tunic and Maya Ikat Dress are European made using 100% cotton and we truly believe when you put one of these on you will believe that life is better when its full of colour!

4. Do you have any ERFO styling tips for our ladies in Australia?  

[Maria] The ERFO brand exemplifies the mantra to “be yourself”. The styles are simple but beautiful and translate to the Australian way of life and style for Spring Summer. Most of the styles are made from natural fibres and have comfort at their core with a great fit and finish to the garments.

We do believe that colour is important in your wardrobe and beautiful prints allow you to create your own style depending on whether you are drawn to bright and bold prints, monotone prints, nature inspired prints or anything else in between. Embrace the mantra to “be yourself” and wear what you love!