We are always being asked how the woollen socks from Mongolia started. And the people in our circle of friends can give you the best perspective on the beginnings of steppenstrolch. That's why Lisa tells you in this article how a student project became a company...
A blog post by Lisa
Hey, I'm Lisa, 32 years old, I love sport and nature and I'm the author of this article: I'm a big fan of steppenstrolch. Here you can find out how steppenstrolch came about, what a summer party has to do with Christmas markets and why steppenstrolch exists at all.
From the summer party to the Christmas market
Spring 2019: My brother returns from a trip to Mongolia with Malte - carrying an inconspicuous souvenir: woollen socks. But what at first glance looked like an ordinary traveller's find quickly turned out to be a real blessing for my chronically cold feet. I still remember the exact feeling when I put on the cosy socks for the first time. I was so thrilled that I immediately got my little daughter a pair of baby socks to put on her at every chilly opportunity.
A few months later, I meet Malte, my brother's friend and the "sock bringer", at a summer party. As we chatted, I couldn't shake the thought: these socks would be the perfect product for the Christmas market! My goal at this summer party was to convince Malte to rent a Christmas market stall. And believe me, I didn't let up that evening. An unplanned path to becoming a full-time sock seller.
Malte's story with the woollen socks began in 2015, when he was completing an internship with the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in Mongolia. When he returned to Germany, woollen socks were already his souvenir for family and friends. The socks impressed him with their quality and comfort. The question quickly arose as to where he could get supplies?
When Malte travelled to Mongolia again, the thought of socks was buzzing around in his head. Shortly before his departure, he emptied a rucksack and filled it with socks. After the return flight, Malte decided to set up a sole proprietorship for these socks alongside his studies. An online shop goes live and, in addition to friends and relatives, new customers all over Germany are looking for the remedy for cold feet. Malte becomes "Socken Malte" and the brand with the happy camel becomes a hit in several circles in Aachen and the surrounding area.
What I didn't know at the time of the party. In spring 2018 Malte gives his alma mata RWTH Aachen an interview, thinking about the end of his business. Full-time sock salesman had not been on his CV until then. As a final push, I send Malte two application forms for Christmas markets in the area after the party. Malte applies and is accepted as an exhibitor at the Christmas market in Düsseldorf-Benrath.
The first Christmas market: an unexpected success
In 2015, Lennart also spent a voluntary social year with UNESCO in Mongolia. Their time together in Mongolia marks the beginning of a long-standing friendship. Malte and Lennart also kept in touch during Lennart's studies of EU politics in Maastricht and met regularly in Aachen. When it finally came to setting up the first Christmas market stall, Lennart was the ideal choice as a partner for the first sales weekend - after all, he knew both Malte and Mongolia inside out.
The two of them drive to the Christmas market in Düsseldorf together in their parents' old car. At this point, Malte at least hopes to recoup the cost of the stand. In fact, this expectation is realised after the first weekend of Advent. After Christmas, it is clear that Malte will continue.
A company grows despite the pandemic
The year 2020 follows, and together with Markus, a talented number cruncher, IT expert and mountaineer, Malte and Lennart decide to set up a limited company. Together, they develop goals and strategies to further expand the business model. The main goal is to develop a sustainable business in which products are produced fairly and participants from nomads to end customers are happy.
The coronavirus pandemic poses major challenges for the young company. Many planned Christmas markets had to be cancelled. Thanks to the dedicated team and the high-quality products, the company manages to survive these difficult times. The founders adapt their strategies and use the time to expand their online presence and open up new sales channels. Oh, and shortly before the second lockdown, steppenstrolch opens a small shop at Wirichsbongardstraße 12 in Aachen city centre .
Four years later: Steppenstrolch today
Today, four years after it was founded, steppenstrolch is a permanent fixture at Christmas markets, and not just in Aachen and Cologne. Steppenstrolch has carved out a niche for itself by offering high-quality, warm, fair-trade woollen products that stand out from the usual offerings. The range is no longer limited to the warmest and cosiest socks, but also includes self-designed jumpers, gloves, hats and much more made from the ingenious fibres of camel and yak wool. Everyone who has worked at steppenstrolch over the years shows how you can build a sustainable and successful business with a lot of passion and commitment, even in difficult times. And that is what excites me so much. I'm excited to see what the future holds for steppenstrolch - and I'll definitely be there to share it with you.
We hope you enjoyed this insight into the history of steppenstrolch. Over the next few weeks, we would like to take you with us and give you more exciting insights and stories behind the scenes of this young company.
Why steppenstrolch almost didn't exist ...