About Not Another Jacket

“Not Another Jacket” – thought Gabrielle the founder, when she found just another Vintage jacket for her own collection

“Not Another Jacket” is what the founder Gabrielle always thought when she caught herself shopping another garment with buttons, her personal weakness when it comes to shopping. The idea of selling Austrian heritage jackets was born out of chance. Having always had the passion for sourcing extraordinary pieces of Vintage clothing, friends kept on asking where the pieces originated from or whether she could find them a similar type. This is how Not Another Jacket was born in 2024, finding authentic Austrian folklore jackets for friends and family. When the friends-of-friends started to request also, she decided to take this opportunity to another level.

All garments with buttons such as jackets, cardigans, bodices, blouses and even Lederhosen for children are sourced, collected in and shipped from Austria. All pieces are curated by Gabrielle’s personal knowledge and taste. As most of the jackets are unique in size, color and shape and they often sell fast, Gabrielle offers additionally to the daily offerings on her instagram account @not.another.jacket a Concierge service for those who miss to buy in time or for those who were looking ever since for their dream jacket.

By witnessing the transformation of Austrian architectural culture and its deep-rooted traditions of craftsmanship, Not Another Jacket becomes an act of preservation — carrying forward the fascination and value of cultural heritage into the present. Just as traditional garments were once passed down through generations, the idea behind the brand encourages people to care for what they wear and to consume more responsibly. It is about sustainability, cultural responsibility, and preserving the identity, craftsmanship, and heritage that Austria once created so powerfully.