Founded in 1922 by Alice Kriemler-Schoch, the Swiss luxury fashion house Akris started out making polka dot aprons, and—under the directorship of her son Max—grew to produce ready-to-wear clothing in the mid-1940s, in the 1980s, Max’s son, Albert Kriemler, took over creative directorship. “Selbstverständlich” (“naturally”) is the German expression that, in the mind of Albert Kriemler, best encapsulates the aesthetic ideal that he wishes to accomplish with his fashion designs. For Kriemler, “selbstverständlich” expresses a philosophy of natural modernity in the clothing of Akris, evident in the wearer and also in the use and functionality of the clothes. Structured around the company’s collections, this substantial volume encompasses the entire 100 years of Akris’ history. In their texts, the authors describe the uniqueness and forward-looking nature of Akris. Acclaimed photographer Iwan Baan portrays the company’s hometown of St Gallen and the inside world of the brand in beautiful photo-essays. The meticulous book design expresses the Akris mindset: selbstverständlich, naturally.