In the mid 1930, Josef Lanz left Austria, leaving the company there in the hands of other family members, and went to New York, where he opened a new branch of the business in 1936. About this time the hallmark Lanz Heart appeared on Lanz labels.

At the beginning of WW2, the label included Vienna when they relocated their HQ there in 1939. After the war, Lanz began to expand their business by creating fashions that were inspired by traditional Austrian folk-wear, but followed the lines of current fashions.

Lanz of California was established in 1947, and they began to manufacture Austrian-inspired clothing in the US. By the early 1950s, the Lanz of California label was owned by Nornie and Werner Scharff, and the European and American companies were totally independent of one another.

Lanz of California may have been a different company, but the designs still had a strong Old World influence. The chief designer was Nornie Scharff, and she and Werner spent a great deal of time each year in Europe buying fabrics .

By 1978, there were 2 Lanz companies in the US, Lanz Originals, which was still making dresses, and Lanz of Salzburg, a sleepwear maker. Around 2001, Lanz Originals stopped production.

There are still two Lanz companies today. The Austrian company is still owned by the Lanz family and produces traditional Loden suits and dirndls, as well as contemporary fashions with folkloric detailing. The American company, Lanz of Salzburg, still makes primarily women's sleepwear.

Notes About Lanz Labels

Lanz garments can be particularily difficult to place a date on, due partly to the fact that many of the modern things have a vintage look to them. Another difficulty is that Lanz clothing was originally based on traditional Austrian trachten, and the clothes were never intended to be "fashion-forward" in the first 30 years of the company. After 1952, when the American company was bought by the Scharffs, the lines became more in line with mainstream fashion, but there was still a very strong European folkloric influence.

Also, there is a big problem with the overlapping of names and trademarks. Both the Austrian and the American companies used a form of the Lanz heart design. The Austrian company still uses it, and the current label is very similar to label #1. Be aware that the presence of that label in a garment does not guarantee that it is 70 years old!

Also, the USA label seems to have changed in 1956, and a copyright date was put on that label (see labels # 4 and 5). The 1957 label has been found on garments dating to the early 1960s, so please note that the copyright seems to be for the label design, not for the actual garment.