85 employees worldwide MILESTONE operates with around 85 employees in 25 countries in Europe and North America. Here, the products offered by the fashion label are available at around 3,000 points of sale. To expand its presence at the point of sale, the company works with a global network of more than 30 distribution agencies. 350,000 jackets produced each year MILESTONE relies on an extensive portfolio of unique designs. works with longstanding partners in Asia. To produce its These are created at its headquarters in Lenting in Upper leather jackets, the fashion label maintains partnership-based Bavaria. On average, up to 140 sketches are produced during relationships with eight owner-run companies in India and the process of developing a collection. These bear witness to Pakistan. For its textile jackets, it works together with certified the creativity and dedication of the design department and companies in China, Vietnam and Myanmar. Each year, 350,000 result in up to 30 models per collection. And MILESTONE jackets leave production and each one of them meets the unveils four new collections a year – for women and men. high quality standards set by MILESTONE. In manufacturing its leather and textile jackets, MILESTONE 1994 foundation of company in Lenting 25+ countries in which MILESTONE is present 3,000 points of sale 550 metres of yarn per textile jacket 4 FAC T S A N D F I G U R E S FAC T S A N D F I G U R E S 5

B R A N D C O R E Sovereignty People who wear MILESTONE take charge of their lives. They are independent and do not seek to copy others. They are immune to passing trends. They are their unique self. They make their own decisions and follow their own path. They feel good about this. And secure in their jackets and their comportment. To wear MILESTONE is to show self-awareness and to communicate strength and confidence. It is the epitome of sovereignty. 8 B R A N D C O R E B R A N D C O R E 9

Committed to quality – every day, and in every jacket A S P I R A T I O N A S P I R A T I O N C A R E A W A R E N E S S S E L E C T I O N R E L I A B I L I T Y Q U A L I T Y A S P I R A T I O N We set high standards for the materials we use and the end products we create. We select each individual component with immense care and awareness. We attach great value to using environmentally and socially responsible materials. In our supply chain, we work with reliable partners and build long-term relationships with them. All this reflects our unwavering commitment to quality – every day, and in every jacket. 12 B R A N D VA LU E S B R A N D VA LU E S 13

E X P R E S S I O N E X P R E S S I O N S T R E N G T H S T Y L E C O N S I S T E N C Y S U P E R I O R F I T C H A R A C T E R Our clothes do not disguise their wearers E X P R E S S I O N Unconstrained by short-lived fashions, our designs are consistent. Their focus is always on the individual. Our patterns ensure a superior fit regardless of the customer’s size and measurements. Our collections are stylish and have an identity of their own. Our clothes do not disguise their wearers. Without demanding attention, our patterns and collections underline their wearer‘s character. They provide assurance and great presence. 1 6 B R A N D VA LU E S B R A N D VA LU E S 17

M I S S I O N Driven by the fascination we have for our craft, the expertise we have developed over decades and our innovative production technologies enable us to design, produce, and sell jackets every single day. Our products satisfy our customers’ high expectations. To do justice to our own quality standards, we take a careful and conscious approach to selecting fabrics, leathers and materials. We focus on clear designs that unite athleticism with elegance. We create our own style that is unconstrained by passing fashions. Our jackets accompany and support our customers in their daily lives. The brand mission summarises the specific performance of our company. It represents the value we offer our customers. 2 0 M I S S I O N M I S S I O N 2 1

P U R P O S E Perfect jackets for self-assured people W H Y W E D O W H A T W E D O In order to stand out in the face of an enormous range of products and unprecedented media transparency on the market, brands must not be interchangeable or replaceable, but must be authentic, relevant and distinctive. This is all the more true today, when people of all ages and social classes are asking themselves the question of meaning. Brand purpose is a key concept in the current discourse on the raison d‘être of brands. It answers the question of why a brand exists – regardless of any profit orientation. 2 4 P U R P O S E P U R P O S E 2 5

1994 The foundation 1994 marks the foundation of the company: the four business 2001 2006 2015 Launch of the women’s collection MILESTONE continued to expand its product portfolio: in New headquarters Own online shop 2006 marked the ground-breaking ceremony for the new While its collections were previously only available partners Gerhard Bauer, Paolo Pornaro, Karl Schleicher 2001, the label presented its first women’s collection. At company headquarters in Lenting. In the months that in stores and on the platforms of its partners, in 2015 and Gerrit Schweisfurth created the basis for MILESTONE’s the time, this consisted exclusively of leather jackets. For followed, 4,000 square meters of space was created for MILESTONE launched its own online shop. This allowed the success today – back then under the roof of the fashion the 2004 collection, MILESTONE designed several textile design, tailoring, administration, and stockrooms. label to offer information, inspiration and a great shopping company Rosner. models. 1995 2003 First men’s collection MILESTONE in Italy 2011 Record sales experience – 24/7. 2019 Phase-out of real fur In 1995, MILESTONE presented its first men’s collection In 2003, MILESTONE took over SIAM, a trading company 2011 was a year of great economic success: MILESTONE In 2019, MILESTONE commited to consistently ceasing the to the fashion world and to customers at the point of sale. based in Thiene, Italy. MILESTONE Italy was founded, generated record sales of around € 45 million. This financial use of real fur. To meet its own standard of contemporary The spring/summer collection comprised a total of 48,000 boosting the company’s presence in the Italian fashion success underlined the trust customers placed in the brand. design, from this time onwards the label worked exclusively items sold, while the autumn/winter collection followed market. with more than 78,000 items sold. with woven fur. MILESTONE therefore stood up for ethical practices in the fashion industry. 2 8 H I S TO RY H I S TO RY 2 9

The evolution of an Essential The first quilted 4-season leather jacket cessing down as a filling for quilted jackets, TERENO was Back in the 2014/15 season, it could be found in virtually all developed further. The aim was to create a leather jacket with stores in the Italian fashion centre: Milan had discovered light the qualities of a down jacket, so the search began for an alter- quilted jackets and 4-season jackets made of textile nylon. native filling that was suitable for leather. And one was soon But you would have looked in vain for quilted models made found: DuPont Sorona. This innovative fibre made of regener- of leather. And so the idea of filling this gap in the market ative materials is extremely durable, provides warmth and and mapping a fresh fashion trend onto the world of leather insulation and absorbs hardly any moisture. It can be pro- jackets was born. cessed like the original and is as light as a feather. The result was TERENO – a material created through lengthy From collection to collection, further additions were made to production processes and involving complex washing and the product range – new colours, numerous quilted designs manual work. The sporty 4-season jackets made of black and many different looks. TERENO is still a firm component lamb’s leather certainly went down well with customers: just of MILESTONE’s product range. days after delivery to points of sale, TERENO had already sold out. The story of TERENO’s creation not only reflects the past: it is also a promise for the future, one in which MILESTONE A leather jacket with the qualities of a down jacket repeatedly pushes the boundaries of leather jacket fashion. Later, at a time when many in the industry were pro- TERENO 3 2 E S S E N T I A L S E S S E N T I A L S 3 3 Sporty quilted leather jacket. Fully padded with a narrow cut and an eye-catching look.

MILESTONE goes its own way. The label is committed to innovative materials and develops these itself. It operates its own design office in Dalian, China, which is exclusively charged with developing textile products. And MILESTONE also has a key focus on reinterpreting leather. This includes leather production processes, as well as the finishing and final look. And the results? Essentials like TERENO, which have shaped MILESTONE’s collections over the years. A symbiosis of style and innovation Clear designs that convince MILESTONE relies on an extensive portfolio of unique designs. Above all, these are clear, modern and independent of short- term trends. Casual cuts, dynamic materials, powerful silhou- ettes and interesting details: these are the key qualities of MILESTONE designs. They are made to express the customer’s personality without taking centre stage. Responsibility for the collections lies with the design department based at the headquarters in Lenting, Upper Bavaria. On average, the development process for each collection involves preparing up to 140 sketches. These bear witness to the department’s creativity and dedication. Up to 30 models are then created for each collection. 3 6 D E S I G N D E S I G N 3 7

48° 48’ N 11° 28’ E These are the coordinates of MILESTONE’s home in Lenting. With around 5,000 inhabitants, the municipality forms part of the Upper Bavarian district of Eichstätt. It is around three miles north-east of Ingolstadt, embedded between the Danube Valley and Franconian Jura and the boundary of Altmühltal Natural Park. This is where the fashion label MILESTONE was entered in the Commercial Register in 1994. To account for the company’s consistent growth, 2006 witnessed the ground- breaking ceremony for the new headquarters with almost 4,000 square metres of space. The new building designed by M+W Architekten from neighbouring Ingolstadt was completed in six months. With an area of 50 x 25 metres, today’s building has three floors: a stockroom for incoming goods, a ground floor for shipments and packaging, a small parts store on the first floor, and a development and coordination department, product development and administration department on the second floor. If you look closely, on the walls of the foyer you will see sketches, notes and calculations made by the various trade firms. These have deliberately been retained as an homage to manual craft. All concrete surfaces have been left without plaster, with only the joints filled in. A chiffon dress for the headquarter The façade of the building reveals the layering of the individual floors and creates the impression of a ribbon surrounding the building. It has a light and translucent design: the yellow corrugated panels made of glass-reinforced polyester resins which, depending on the position of the sun, sometimes appear gold, offer a view of the insulation behind – just like a chiffon dress which reveals the materials beneath. In the dark, the panels are illuminated by back-lit light lines installed at their base. This generates a diagonally ascending light on the facade. Interruptions to this effect have deliberately been deployed as an analogy to the indentations and tucks in leather clothing. Setting standards in terms of design and the environment MILESTONE forgoes conventional heating and cooling and instead relies on concrete core temperature control. The groundwater heat pumps are supplied by two 70-metre boreholes. This way, the groundwater provides heat and cooling energy in the summer. This cooling function is especially relevant for the second floor. Here, the large floor-to-ceiling windows provide daylight, a particularly important factor for the work performed by the design department. This also saves energy used for lighting. 85101 4 0 LO CAT I O N LO CAT I O N 41