Established in 1969 by Bernd Freier, a former car body mechanic, s.Oliver started as a men's boutique named "Sir Oliver" in Würzburg. Known for its refined fashion offerings, the label quickly became a go-to destination for style-conscious men. In 1975, a women's collection was introduced but faced complications when a fragrance manufacturer claimed rights to the term "Sir," prompting a rebranding to "s.Oliver." Over the years, s.Oliver expanded its portfolio to include diverse product lines like the youthful "Q/S" series and the sophisticated "s.Oliver MEN" and "s.Oliver WOMAN" collections. It also acquired licenses for "comma" and launched the trendy leather line "Liebeskind Berlin." In 1987, children's wear under the name "Oliver Twist" was introduced, later evolving into "s.Oliver Junior." Entering the new millennium, s.Oliver widened its reach to Switzerland, Austria, and the Benelux countries, establishing stores in neighboring nations and online platforms since 2004. The brand leverages influencers from the sports world like Nowitzki, Schumacher, and Klitschko, along with clubs like FC Bayern Munich and Borussia Dortmund for advertising and sponsorships. Prominent musicians such as Anastacia and David Garrett have also been involved in PR campaigns. Additionally, s.Oliver actively engages in social and humanitarian projects globally.