Chicago Woman Starts Rare Dirndl Fashion Business

Erika Neumayer's handmade dirndl dresses preserve German heritage and tradition.

Apr. 8, 2026 at 10:05pm

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A brightly colored, high-contrast silkscreen print of a traditional German dirndl dress repeated in a tight grid pattern, utilizing flat, vibrant, and unnatural neon color palettes overlapping with heavy black photographic outlines to turn this everyday cultural garment into modern pop art.Rare Dirndls' handmade, high-quality dirndl dresses bring a traditional German fashion into the modern era through a bold, pop art-inspired visual style.Chicago Today

Erika Neumayer, a 20-year-old Chicago resident, started a business called Rare Dirndls that sells handmade dirndl dresses, a traditional German garment. After noticing a lack of quality dirndls available in the U.S., Neumayer began making her own with the help of her grandmother. Her business has grown from a dining room table setup to a full-fledged operation that is now the first to appear online when searching for authentic dirndls. Every piece is cut by hand and built to last, with intentional details.

Why it matters

Neumayer's business preserves a unique cultural tradition and heritage through handmade fashion. As mass-produced clothing has become more common, her focus on quality, craftsmanship, and authenticity stands out in the market. Her success also demonstrates how small, niche businesses can thrive by catering to underserved consumer demands.

The details

Neumayer started Rare Dirndls three years ago, initially making 10 dresses on a single sewing machine at her family's dining room table. As the business grew, she moved it out of her home and into a dedicated retail space. Today, Rare Dirndls is the top search result online for authentic dirndl dresses in the U.S. Each garment is carefully cut and constructed by hand, with attention to traditional details and longevity.

  • Neumayer started Rare Dirndls three years ago.
  • Neumayer moved the business out of her home and into a dedicated retail space.

The players

Erika Neumayer

A 20-year-old Chicago resident who started the Rare Dirndls business to sell handmade traditional German dirndl dresses.

Neumayer's grandmother

Taught Neumayer how to sew and use patterns, inspiring the creation of Rare Dirndls.

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What they’re saying

“My grandmother taught me how to sew. Taught me how to use a pattern.”

— Erika Neumayer, Founder, Rare Dirndls

“It was absolutely unlike anything else that you could get here.”

— Erika Neumayer, Founder, Rare Dirndls

What’s next

Neumayer plans to have racks of finished dirndl dresses available by the summer.

The takeaway

Rare Dirndls demonstrates how a small, niche business can thrive by preserving cultural traditions and catering to underserved consumer demands for high-quality, handmade products. Neumayer's success highlights the value of craftsmanship and authenticity in an era dominated by mass-produced fashion.