Modern with classical influence, blunt and with passion for detail. SELFNATION has a vision to connect elegant designs with a perfect fit.

The combination of art of engineering and fashion design forms the core of SELFNATION. We believe that we can change and make an impact on the world of fashion with our new and clever approach. Our passion lies in creating our products and we are very proud to manufacture one of a kind pants for each and everyone. Our goal is to always create quality tailor-made jeans, chinos und shorts that have the perfect fit.


Everything started when SELFNATION-founders Andreas Guggenbühl and Michael Berli had to go jeans shopping with their girlfriends for more than two hours. Not one pair of jeans would fit. The two friends who studied together decided to take matter into their own hands and with the help of Creative Director Sandra Guggenbühl and another designer they laid the foundation for SELFNATION.

SELFNATION today is very much shaped by the Berlin spirit. Annabel Kober, Head of Design for SELFNATION, creates new cuts and colors for our pants in the German capital. The experienced designer is a local and worked in the premium-segment for many years. Combined with the life mentality of the Zurich founders team the products of SELFNATION express a certain urban lifestyle.

Form the very beginning the goal set was to combine fashion design with an innovative technology to produce custom-made, computer-optimized cuts. In cooperation with fashion designers and long-term tailor experts a customer-friendly concept was developed. SELFNATION tailors jeans and chinos with the given personalized measurements with traditional handicraft. Only the best quality materials from Italy, Germany and Switzerland are used.

SELFNATION started out with jeans for women in the fashion industry. Due to high demand jeans for men were added a year later. In 2016 tailor-made chinos and shorts were introduced into the online shop as well and are now available.


Contributions about SELFNATION in the media.


In our Blog you will find news and stories about SELFNATION.