"Our principle of success is very simple. We make jeans wearable." With this motto, the then 43-year-old company founder Jan Ahlers produced the first jeans of his brand PIONEER in 1977. It was the heyday of flower power and hippies. Jeans were seen as rebellious and a subculture and were far from being part of "middle-class" fashion at the time.
Ahlers AG recognized early on that jeans would establish themselves as a wearable fashion in the long term, far beyond generations and the borders of the time. With and above all thanks to PIONEER AUTHENTIC JEANS, jeans became wearable and the brand became a symbol of fashion confidence, a perfect fit and excellent value for money. Today, PIONEER offers jeans to suit all occasions and all generations with its large range of jeans up to size 36.
