Meet the Makers - Heimat Textil, Christian Hofmann
As the evenings are beginning to draw in, and that recognisable chill in the air starts creeping back into our bones it might well be time to stock up on a woolly hat and a jumper or two…
This October, Labour and Wait are delighted to be hosting a Pop Up shop with wool-wear experts Heimat, bringing a variety of products to our Covent Garden shop.
Ahead of the pop-up we caught up with one half of Heimat’s founding pair, Christian, to talk about the functionality of clothing and that feeling of belonging in what you wear and who you are, no matter where in the world you might be.
Can you tell us a little about yourselves? What interests you outside of menswear?
For Gemma I would say our standard poodle Augustine is her main focus when not selling wool hats. Myself, I love any activity: surfing, skateboarding, my motorbike, skiing, and I love trying new things. When in London, I run a lot and I love to tend my garden. Gemma loves yoga and runs with me; she has started doing half marathons!
We both like art and theatre; I guess that's what keeps us in London. We’ve lived in London for a long time now and so much of it has changed so we still love to explore its new opportunities. We particularly like Soho, that’s one area that seems unaffected by the ever-changing nature of Londons, it’s familiar.
Has your own history and lifestyle led you to develop Heimat?
Yes, 100%. I grew up in the Bavarian Voralpenland, which means pre-alps. We were surrounded by mountains and lakes. From an early age I was sailing, skiing and hiking, always outdoors. My family has a lot of heritage in mountaineering and sailing and so I was often surrounded by clothing that was practical and fit for purpose.
How did Heimat come to exist?
After working 11 years for Ralph Lauren, I was made redundant. For years I had an idea but neither the time nor headspace to really commit to developing it. And then, all of a sudden, I had a lot of time. I travelled the world for a bit, visited my first supplier, and learned all about manufacturing knitwear. At first I was looking for a new job, but I dedicated more and more time to Heimat and less and less to sending out my CV until, slowly, garment by garment, Heimat became a full time commitment.
Tell us about Heimat’s philosophy; Heimat doesn’t have a direct English translation, but as a phrase stands for the notion of safety, security and feeling most at home - how does this translate to your clothing?
Heimat is a German word; it sort of describes your spiritual home, not necessarily the place you were born or live in. Often people are not just drawn to a place because of its landscape but also due to a cultural belonging. For example, I'm born in Bavaria, but I describe myself as a Londoner, maybe because my values align so much with this great city. Our clothes should give you that same feeling, like a comfort blanket. You leave the house, you put on your Heimat mechanics hat, and you feel ok. You go on your favourite walk and put your Heimat Sweater on to feel cosy.
Can you give an example of when you have felt ‘heimat’ personally?
For me Heimat is when I go surfing or skiing and glide down a wave or mountain, it is in the moments when you all of a sudden have a smile on your face and don’t quite know where it comes from but you suddenly feel at home. When I put on my favourite hat, my favourite shirt, it changes the way I feel about myself as I go about my day.
German manufacturing is revered for its high level of engineering and quality. How does Heimat clothing reflect that?
It's all about quality for us. We use sturdy heavy fabrics that we know will last a long time. Fits andcomfort are also very important to us, we want to create timeless products that don't go out of fashion or maybe were never meant to be ‘in fashion’ but that serve a function while also looking good.
Can you tell us what you look for when designing clothing?
I often ask, what is the purpose of a hat, jacket or shirt, how will it be used and how can I improve on what's already been designed? For example, our shirts have been designed with raglan sleeves rather than a traditional sleeve. We think it gives you much more comfort and freedom of movement which results in that heimat feeling of enjoying the clothing while you wear it. Everything we consider when we design clothes if focused around its function and practicality, not dissimilar to Labour and Wait.
What are your inspirations?
I take the most inspiration from a collection of images taken by my grandfather, he was a very skilled photographer. We have an archive of over 8000 pictures taken from 1930 through to the 1970’s taken all over the world; photos of sailing, mountaineering, even formula one car racing. When I look at those pictures, I find the most inspiration, trying to create and redesign garments from these photos. But I also get inspiration from anything really, sailing flags, a cool guy on the street, going to a new place. You never know when inspiration might strike. But I do find inspiration mostly when I’m moving around and travelling.
The knit you use has become well known amongst customers; can you tell us what makes it unique?
It's a very clean, substantial knit with a lot of stretch. It feels very tight when you first try it on, almost like it’ll be too small but, like a good pair of selvedge denim jeans, it moulds to you with wear, making it unique to you. You wear it, and you tailor it to your personal shape and style and it becomes your own Heimat.
Where does the phrase ‘keep your head safe and your body warm’ stem from?
It originally comes from the safety priorities of mountaineers - if you’re going for a hike what are your two main objectives? To keep safe and warm. We think that the purpose of our products is to keep you safe and protected, and what is more important than your head being safe and your body being warm? It seems simple, but there’s lot of truth in it.
What are your hopes for the future of Heimat?
To be able to continue to make great products with nice people. We’re celebrating 10 years of business which has given us the time to reflect on what we’ve done so far and also look to the future. We want to stay true to our DNA and not do things we don't want to do. I hope to open a shop of our own so we can show people the full world of Heimat rather than just a snippet.
Labour and Wait is one of our longest running stockists and both Simon and Rachel have been wonderfully supportive as we’ve navigated the last 10 years. It feels really special to holding a pop up with Labour and Wait as we welcome in a new chapter of Heimat.
Are you in search of your own Heimat? Well, you’re in luck! Labour and Wait will be hosting a pop up shop of a selection of Heimat’s garments at our Covent Garden shop. You can get to know founders Christian and Gemma at an evening event, in which the duo will share the story behind the brand, its approach to manufacturing and the thinking behind its evolving collection. The event offers a chance to experience Heimat not simply as a knitwear label, but as a brand with a strong connection to heritage, quality manufacturing and contemporary design.We look forward to welcoming you to our Covent Garden shop, reserve your spot for the evening talk here.
Evening Talk
From 7pm on Thursday 22nd October, 2026
Pop Up Shop
Thursday 22nd - Sunday 1st November 2026
12 Dryden Street
Covent Garden
London
WC2E 9NA
