Chiccheria Brand was founded in 2016 by german designer and fashion entrepreneur Joerg Beitzel and it stands for luxurious and cool streetwear fashion, accessories and leather goods. Mainly inspired by the lifestyle of the beach communities of southern California and the glam look of the west coast metropole Los Angeles, combined with the incredible elegance and quality of Italian tailoring. A brand that fits in nicely with our love of travel here at House of Coco magazine.

If you love the rock and roll lifestyle, this is the brand for you. Think rock vibes mixed with elegance and a fashionable twist and you won’t be far wrong. Joerg is constantly changing the mould and we love everything he does. Here, we chat to him to find out more about his plans for the brand and so much more..

Tell us about the journey that lead you to launching Chiccheria Brand…
I‘ve always liked the typical Los Angeles sunset strip rock style with vintage jeans, boots and flannel shirts. That means: street style but at with a luxurious touch. I’ve been an entrepreneur for almost 14 years: I used to develop sportswear and had a production company for TV and film. But at some point the time had come to focus completely on my own brand.

The brand is all about living a rock and roll lifestyle but still having a touch of luxury. Why do you think that is important?
Many of our customers identify with a rebellious rock’n’roll style but also like quality and exclusivity. That means: a key piece like a bandana is not available in cotton but in super fine Italian silk. So many of our items are designed in L.A. but produced in Italy by small luxury manufacturers, specialized in certain products for generations and therefore deliver inimitably good quality.
 I love that some of your clothes are inspired by California, why this destination?
California and especially Los Angeles is not only the place where most of the ideas for the collections come from and many of our key pieces are designed, but it is also the place where I always feel comfortable. I like the California lifestyle, the friendly people, the wideness of the country …

What are your plans for the brand in 2020?
Work hard to make the next collection better than the previous one. We also plan to launch our first shoe collection on the market in 2020 and are currently expanding our range of accessories.

Who’s your dream customer?
Every customer who is satisfied with our pieces is a dream customer.

Outside of the brand, what do you do for fun?
have to admit, I’m a sports junkie. 5 x per week gym, boxing, mountain biking. If I get too little activity, I become insufferable. And of course traveling: even though I travel a lot for work, I love to travel and discover new destinations.

Looking back, since launching the brand, is there anything you would do differently?
Every day consists of many decisions and it is inevitable that mistakes are made every day. As long as the number of right decisions exceeds the number of wrong decisions, that’s ok for me. I never worry about things that I can’t change anymore, I try to avoid mistakes in the future.

Our readers love to travel, what destination is at the top of your bucket list?
This year, Australia is at the top of my bucket list.
For any aspiring entrepreneurs wanting to launch in the fashion industry, what advice would you offer? Talent alone is not critical. In my opinion, stamina is at least as important as creativity. Reliability and hard work is also pretty helpful.

Find out more…
We are on Instagram, Facebook and Pinterest and try to inform our followers promptly about new collections and products.


Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.

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