Interview with WHYAT Fashion Founder, Philipp Ledl
WHYAT, a Vienna-based label founded in 2018 by two brothers with nothing more than a shopfront and a shared passion for tailored craftsmanship, the brand has grown into one of Europe’s best-kept sartorial secrets. What started as a hobby has become a cult menswear label blending nostalgic silhouettes with refined modernity. At its core, WHYAT is a love letter to the slow beauty of handmade garments, with 98% of its pieces produced in Italy, and an atelier that doubles as an “open kitchen” for fashion enthusiasts. In this exclusive interview, WHYAT founder Philipp Ledl shares the story behind their signature collections, how vintage pants sparked an entire line, and why the brand is intentionally staying small, even as the world takes notice.
What Inspired the Creation of the WHYAT Fashion Brand?
FAB: What is WHYAT?
Philipp Ledl: We’re a Vienna-based brand, founded in 2018. It actually began with our store. We opened a shop in Vienna, and the brand naturally grew from our desire to design certain garments for ourselves. That’s really where it all started. I run the brand with my brother. At first, it was more of a passion project, just making pieces we wanted to wear. But over time, we got more serious. We began developing full collections and added more intention to what we were creating. Today, we manage both the store and the atelier, and the brand has really evolved over the past six years. It’s been quite a journey, and I’m grateful to be where we are now.
FAB: What’s it like working so closely with family?
Philipp Ledl: It’s actually been amazing. My brother and I are really close. We work out together, bounce ideas off each other at the gym, and just spend a lot of time brainstorming. It’s fun because we think alike and share a similar creative approach. Of course, sometimes we clash. When two people are that similar, disagreements happen. But the good thing is, even when we argue, it blows over in seconds. There’s something unique about family-run businesses. There’s trust, shared values, and a deeper connection. It’s been a great experience so far.
There’s something powerful about taking the old and reviving it in a way that feels relevant and contemporary.
Philipp Ledl
FAB: Your Spring/Summer ’24 collection, Honey, I’m Home, carries such an evocative theme. What’s the story behind it, and how did it shape your design direction?
Philipp Ledl: Honey, I’m Home was a really fun collection to work on. It was one of the first where we started diving into storytelling through fashion. The idea came from that warm feeling of returning to a place you love, like a favourite holiday destination. That moment of arrival, when nostalgia hits and you’re just happy to be back. We drew a lot of inspiration from Italy, places like Capri and the Amalfi Coast. The collection was really rooted in those memories, in that sense of joy and familiarity. It came together beautifully.
FAB: The collection also blends modern design with classic silhouettes. How do you execute that fusion creatively?
Philipp Ledl: For me, it’s a very natural process. I’m drawn to preserving things from the past, old tailoring techniques, forgotten fabrics, and vintage cuts. My mom often says I look like my grandpa, and I love that. There’s a richness in those old-school details that’s worth holding onto. I like taking those elements and giving them a reimagined purpose. It’s not about being too modern or too vintage but finding the sweet spot where both worlds meet. That’s where the magic happens.
FAB: Your Dusk Romance Autumn/Winter ’24 collection is said to play with retro nostalgia. What specific references or eras inspired this line?
Philipp Ledl: It all started with a pair of vintage suit pants from the ’60s that I found. They had a silhouette you just don’t see anymore, the way they draped, the movement, the details. We reinterpreted them with a custom belt design: wide at the top, tapering at the waist for a modern twist. That piece sparked the rest of the collection. We went on to design coats and other pieces that reimagined vintage forms.
Colour played a big role, too. We explored hues that felt like dusk, nostalgic but chic. Shades like Future Dusk and Midnight Plum gave the collection this retro-romantic vibe. It marked a shift for us. Earlier collections leaned more towards sporty, off-duty pieces. But Dusk Romance was about creating something elegant, something you’d wear out in the evening. It pushed us to expand the brand’s wardrobe and grow creatively.
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FAB: All your garments are handmade in Italy. What led to the decision to produce there?
Philipp Ledl: Most of our garments, probably about 98%, are made in Italy. The choice was pretty natural when we started developing our first full collection. Italy has this incredible heritage of craftsmanship, especially in family-run ateliers. The level of precision, tradition, and quality you find there is just unmatched.
That said, not everything is made there. For example, we produce our caps in Poland using organic cotton from Spain. And our jewellery is made right here in Vienna, in our atelier.
Still, when it comes to clothing, Italy is our go-to. Take this one cardigan we recently made; it features an embossed four-leaf clover motif and is crafted from a luxurious blend of wool and cashmere yarn. The shoulders are assembled using a special knitting technique, requiring highly trained personnel who are increasingly rare. Only a few places in Italy can pull that off. That’s the kind of craftsmanship we’re after. It’s what sets the work apart.
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FAB: Your hand-painted jewellery collection, created in collaboration with Viennese artists, is quite unique. How did that come to life?
Philipp Ledl: It started as a bit of an experiment. We made this one necklace for Fashion Week. Bernie had this fun idea of painting billiard balls onto the pearls. We had a friend who helped us bring that vision to life, hand-painting every detail.
We made an initial batch of ten, and they sold out super fast. So we decided to explore it further, expand the concept, and play around with new designs. Now, all our jewellery is handmade in-house at our atelier, and the hand-painting still happens here too.
It’s become something really special. Every piece shows the care, creativity, and craftsmanship that goes into it.
FAB: Is the same artist still doing the painting?
Philipp Ledl: Yes! She’s part of our atelier team now, and it’s great to have her still working on that and seeing our team growing.
FAB: Who has been one of the most exciting people you’ve seen wearing your clothing? And who do you still dream of seeing in it?
Philipp Ledl: Wow, that’s a tough one. There have been quite a few amazing moments. One that really stood out was with G-Eazy. A few years ago, and then again this year, he visited our store and wore our pieces on stage, and that was huge for me because I used to listen to his music a lot when I was younger. It felt really special. Another standout moment was seeing Antoine Griezmann heading into a stadium in New York wearing one of our hoodies. That was super cool.
A close friend of mine from England, who’s an artist, wears our pieces often. I really love seeing him in WHYAT because he understands the brand’s vibe deeply. Honestly, what excites me most is when people connect with the collection in a meaningful way.
For instance, when we were in Milan, this wasn’t the most recent trip, but one before, an NBA player sent us a photo of himself wearing our shirt. He wrote something like, “Rocking WHYAT during the offseason.” He was in Milan for Fashion Week, just enjoying the city, and that kind of connection to the brand is what makes it special.
But really, I get just as excited seeing someone random on the street rocking one of our bracelets and loving it. That’s the best feeling, seeing anyone genuinely enjoy and feel good in what we’ve made.
FAB: Since founding WHYAT in 2018, how has the brand evolved in design and market presence?
Philipp Ledl: So much has changed. When we started in 2018, I was 21—I’m turning 28 this year—and Bernie was also quite young. The brand really grew as we did. In the beginning, the pieces leaned more toward sportswear, kind of a relaxed, off-duty athlete vibe. But over time, we’ve moved into proper menswear. That’s been the biggest design shift.
Our understanding of craftsmanship has also deepened. We’ve started refining ideas more, pushing our vision, and thinking about how to create meaningful change in the industry. Of course, as a small, family-run brand, we can’t shift the entire system. But we do our best, educating our audience, being intentional about how and where we produce, and trying to put something good out there.
FAB: Vienna has a rich heritage in art and design. How does the city’s culture influence your creative vision and branding?
Philipp Ledl: A lot, actually. Walking through the city every day and being surrounded by beautiful architecture is really inspiring. We’re based in the centre, right next to an incredible museum, and I visit museums here often. They ground me in the legacy of the city; Vienna has contributed so much to design, tailoring, and craftsmanship. You can feel that history in the details. It definitely shapes how I think and create.
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FAB: What inspired the renovation of your store, and what vision guided the redesign?
Philipp Ledl: We wanted to give people a deeper look into what we do and what we’re capable of. The goal was to create a space close to the main store where people could come in, try things on, and share feedback directly with us. More importantly, we wanted them to see inside our atelier, where everything starts. Opening up that space lets people connect with the craftsmanship behind our collections. The idea was kind of like an “open kitchen” for fashion. We kept the original aesthetic of the store, so the atelier wouldn’t feel like a separate insert, but rather like it had always belonged there. And I think we really achieved that. It feels seamless and intentional, which is pretty cool.
FAB: Now that the renovation is complete, are there any plans to expand internationally?
Philipp Ledl: To be honest, what we’re doing right now is so personal, and it only works because we’re here—physically—where it all began. For now, staying rooted in Vienna feels right. Of course, expanding one day would be amazing, but who knows? We’ll see where things go.
FAB: As a brand that embraces both tradition and innovation, how do you see WHYAT shaping the future of Viennese fashion?
Philipp Ledl: I believe it’s essential to preserve traditional craftsmanship and honour time-tested techniques. In a world that’s constantly rushing, taking time to make something well feels more valuable than ever. There’s beauty in reviving the old in a fresh, meaningful way. At the same time, we’re committed to reducing waste. There’s too much excess in the industry, so we try to work with what already exists, especially when it comes to fabrics. For us, it’s about carving a different path, one that’s thoughtful and responsible. Many brands are doing amazing work, but we all need to rethink how we produce.
Philipp Ledl: Maybe just this, I really appreciate that Vienna isn’t oversaturated with brands. In places like Paris or Milan, there’s so much happening that sometimes everything starts to look or feel the same. It’s great when cities develop a unique design identity, and I’d love to see Vienna grow more into its own voice. There’s something powerful about taking the old and reviving it in a way that feels relevant and contemporary. That’s something I hope to see more of and be part of.