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The History of Reternity: Luxury Streetwear from Northern Germany

Reternity is one of Germany's fastest-growing streetwear brands, the result of what happens when two friends, with no industry experience but uncompromising dedication, turn an idea into reality.

Tom Schmidt and Lauren Riedel, who have known each other since childhood from their football club, founded Reternity in Oldenburg in 2018.
They printed the first T-shirts themselves at home.
Without any prior knowledge in fashion or marketing, they taught themselves everything: e-commerce, online marketing, product development, logistics.
Every spare minute went into the project.
The learning curve was steep, setbacks were numerous, but the two held firm to their vision.
In 2021, they made the leap into full-time self-employment.

The Name: Streetwear for Eternity

The brand name Reternity merges "Retro" and "Eternity" and summarizes the founders' philosophy in one word: creating timeless clothing that endures beyond seasonal trends.
The collection aims to reflect one's personality, inspired by a love for detail and a sense of freedom.
Their motto: "No Heaven Without Death" underscores the ambition to create clothing that has lasting value.

Craftsmanship, Materials, and the Path to Wholesale

What sets Reternity apart from many German streetwear labels is its uncompromising focus on product quality.
Each piece goes through a multi-stage development process: hand-drawn patterns, elaborate cut development, and materials ranging from Italian leather to technical nylons.
All products are manufactured in Europe.

The collections, including "Tell Me How," "Dramatic Madness," "No Heaven Without Death," and "Steps to Heaven," combine minimalist cuts with brutalist details and detail-oriented graphics.
The result is a distinctive look that moves between clean streetwear and luxury, without fully committing to one side.

The brand's growth trajectory is impressive.
From a pure D2C model, Reternity has ventured into wholesale and now supplies over 50 premium retail partners worldwide, including BSTN, Breuninger, People's Place, and Titolo.
In 2024, the first own sneaker, LeSkateur, followed, ushering in a new era for the brand.

Reternity at Coziness

At Coziness, we carry Reternity because the brand embodies what we believe in: that you don't need multi-million-dollar budgets to create something great.
What started with printed T-shirts in a child's room is now an internationally sought-after label with a community that eagerly awaits every drop.
Reternity stands for friendship, craftsmanship, and proof that German streetwear can compete on the world stage.