The Reference Council

FC St. Pauli

Hendrik Lüttmer, Merchandiser for St.Pauli/Upsolut. Photo by DPA

The unofficial logo that binds all St. Pauli fans is the skull & crossbones’ flag. Based around this, the club together with the merchandise company Upsolut have created a lifestyle brand that not only finds huge acceptance within the neighbourhood but also throughout Germany and internationally. What makes this “brand” so successful is in part that it grew out of the fan scene and the community of the neighbourhood, reflecting and creating the trends within this hugely alternative and creative scene in St.Pauli. In essence, but not by definition, the St.Pauli FC brand has turned into one of the most successful streetwear brands in Germany, by making products that come from the ground up and which reflect what is going on not only on the pitch but in its neighbourhood also. At any given day you will see people from all walks of life wearing pieces out of their collection; your local advertising executive, to international rock stars, to your grandfather who is sneaking in a beer downtown to your local skater. It’s everywhere without selling out, it is genuine without being over bearing. Its products range from t-shirts to baseball jackets, from stickers to toasters and everyone that wears them wears a part of the illustrious history and culture of the “last honest neighbourhood” and it’s enigmatic club.

I met with Hendrik Lüttmer, who is the merchandiser/creative director at Upsolut and who is responsible for the brand that is St. Pauli. He rose through the ranks from being a season ticket holder in the late 80s to his current position. He takes us through his memories of the club and St. Pauli, their brand and strategy and the importance of it keeping it real.

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