About us

In our consulting approach, we reinterpret the concept of sustainability and combine it with a spirit of innovation and new ways of thinking. Our team of designers, brand and product managers, sales people and creative directors always pursues the goal of translating design- and value-oriented customer wishes into forward-looking, holistic brand management, design and collection concepts.

Together with permanent external partners such as freelance editors, production experts, photographers and marketing experts, we coordinate projects from our office in Bamberg or at our customers’ premises.

Which three terms best describe tRUE STANDARD?
innovative, aesthetic, relevant.

We are TRUE. We will tell you as it is, so you will know where you brand stands. There may be times when you might not hear what you want to hear, but it will take you where you want your brand to be.

We are INNOVATIVE. We are always after new solutions, developing new techniques that will not only push the boundaries but make your product unique.

Pure AESTHETICS in design is one of our strengths. Sustainable design does not have to be old-fashioned. With our expertise we help you to develop the perfect product for your company.

We are AGILE. We are constantly adapting, be it to market trends, client's needs or new, innovative ideas.

The Team

Bernd Keller


. . .

Bernd Keller has studied fashion design in Rome and Florence. This was followed by an apprenticeship as a tailor in the ladies' and men's tailoring trade. In his 28 years of textile experience in sports, premium and casual wear, Bernd Keller has gained important professional experience in international corporations as a designer, business unit manager, creative director and board member for product and marketing. For Bernd Keller, nothing is more valuable than being able to inspire people with integrity, regardless of their position. Bernd is happily married and has three children.

Stefan Siegel

Director Sales and Brandmanagement

. . .

Stefan Siegel is our denim head, vintage lover and a proven sales and brand expert. Whether national or international, he knows the sales market inside out. His passion for brands and high-quality products is indisputable. Stefan stands for clear and strong sales and marketing structures and has also gained experience in creative management and brand management. His interest in strategy and sustainable innovation led Stefan to work as Director Sales and Brand Management for the tRUE STANDARD brand. The inevitable issues of sustainability and brand strategy are still of central importance for him today.

Nancy Gubeljic

Head of Brand Managament

. . .

Our power woman Nancy studied textile management in Hamburg and Düsseldorf. She gained her 16 years of experience in the fashion industry in retail, sports lifestyle, premium fashion and e-commerce. Her absolute strength lies in the areas of brand management, product management, buying and operations and she has established herself as a product expert in her field in the fashion industry through her love of detail and her strategic thinking. Her love for the product is expressed daily in her way of working and is a real enrichment for the team. For several years, Nancy devoted herself intensively to the topic of sustainability, and at tRUE STANDARD her knowledge of products and strategy is put to full use.

Sarah Katharina Cavaleri

Head of Design

. . .

Sarah Katharina Stumpf is a passionate fashion designer. She studied fashion and textile design in Reutlingen and became enthusiastic about innovative technologies during her studies. In recent years she has gained international experience in the fields of design, product development, e-commerce, marketing and content management in the premium and luxury fashion sector. She also runs her own sustainability blog and has lived in Switzerland, Italy and New York in the past years. Sarah's work stands for clear and understandable design concepts, a passion for sustainability, details and individual solutions that are adapted to the respective requirements of clients and projects.


Junior Designer

. . .

Katja Marina Nauheimer is our Chef de Cuisine and has been working as Junior Designer for tRUE STANDARD since January 2019. Already during her studies she was interested in various design aspects, concepts and materials. Her enthusiasm for interdisciplinary work led her to various fashion and automotive companies. In the areas of Colour, Material& Interior Design, Fashion Design and Assisting Creative Direction she gained a wide variety of perspectives in the design industry. Most recently she lived in London where she enjoyed the international flair and gained further experience as a designer with renowned creative directors. She loves the aesthetics of fashion and design and is passionate about innovative and sustainable concepts.

Andrea Rumpler

Accounting Department

. . .

Andrea is our number fairy and the heart of our bookkeeping. Already in her earlier career she worked successfully together with Bernd and is an enrichment for the whole team. Gathering experience in various industries makes it easy for her to have an overview of the figures.


Head of Office

. . .



— Follow us on —