Designed with purpose, made in Franconia—where 20 years of expertise meets revolutionary on-demand manufacturing.

“We develop resource-saving products that accompany you on your adventures, support you, and are at your side without restricting you.” — Picea Founders

100% made in Germany • Designed & manufactured in Upper Franconia, Hof • Visit Picea →

(€ = budget | €€ = mid | €€€ = premium | €€€€ = luxe) (★★★★★ = heirloom + zero-waste preorder |

Quality without compromise. Innovation without shortcuts. This is what Picea promises—and what makes them different from the crowded fast-fashion landscape. Two thorough-bred outdoor athletes with over 20 years of textile expertise decided to stop accepting mediocrity. Instead of chasing trends, they’re building the textile world of tomorrow, one thoughtfully designed piece at a time.

Brand Intro

Picea was born from frustration. Michael Spitzbarth, a seasoned textile designer and founder of the respected brand bleed clothing, partnered with Hans-Georg (HG), a retail expert and fellow outdoor enthusiast. Together, they recognised a broken system: traditional textile production begins 18 months before items hit shelves, resulting in overproduction, waste, and clothing that nobody wants. Their answer? Revolutionary on-demand manufacturing—produce only what customers actually order.

Based in Hof, Upper Franconia, Picea combines Michael’s 20 years of sustainable design expertise with HG’s intimate knowledge of what outdoor athletes really need. Every product must pass their personal durability test before it reaches customers. If they won’t wear it themselves on trails in the Franconian Forest and Fichtel Mountains, it doesn’t get made.

Who is this for?

You’re not just buying clothing—you’re investing in conscious consumption. You understand that fast fashion wastes resources, and you refuse to compromise on quality for the sake of speed. You want pieces that last years, not seasons. You appreciate transparent supply chains and you’re willing to wait for made-to-order production because you understand the value of making only what’s needed. You’re someone who reads labels, asks questions about where things come from, and believes that better products start with better principles.

The Facts

What Makes Picea Revolutionary

• 1. On-Demand Manufacturing
  • Unlike traditional brands that produce 18 months in advance, Picea manufactures only after orders are placed. This eliminates warehouse overflow and waste textile accumulation.
• 2. Radical Localism
  • From development to production, most garments travel only a few kilometres within Upper Franconia. Compare this to standard fashion brands where textile developers routinely fly halfway around the world multiple times. The result? Lower CO₂ emissions and genuine transparency.
• 3. Circular Economy Design
  • Every product is engineered for recyclability. The “Go circular” option at checkout ensures customers can return worn items to TURNS®, a Franconian company that rescues textiles from incineration and feeds them into a new value chain.
• 4. Material Honesty
  • Picea avoids synthetic fibres, toxic chemicals, and unnecessary dyes wherever possible. Products use as few material types as possible—simplicity by design, not accident.
• 5. Tested by Founders
  • Both Michael and HG field-test every product on their own bodies during outdoor adventures. If it’s not good enough for them, it’s not produced. This is a rare quality checkpoint in modern fashion.

The Partnership Ecosystem

Picea doesn’t operate in isolation. Strategic partnerships with regional “hidden champions” strengthen their mission:

· Weberei Wirth – Weaving mill partner for denim and home textiles

· Sport Frank – Technical fabric specialist

· SYMPATEX – Advanced membrane technology

· Stöhr Knitwear – Specialised knitwear production

· TURNS® Fiber Cycle – Circular textile collection and reuse

· Mützeria – Hat and accessory production

These collaborations embody Picea’s philosophy: radical regional manufacturing with world-class quality.

Sustainability Disclaimer

Sustainability assessment is subjective. InEurope.eu considers this crucial, but conducts no audits. Assessment based on publicly available information and brand feedback.

The information on this blog has been presented to the brand but not yet been verified.