BRULI Featured in the Neue Zürcher Zeitung: The Authentic Value of Swiss Quality
We are proud to share the recent article that the Neue Zürcher Zeitung has dedicated to BRULI, our manufacture in Stabio and the story behind every one of our creations.
Published on 22 July 2026 in both the print and online editions of the renowned Swiss newspaper, the feature explores the journey of Marco Brülisauer and a company that continues to produce its entire high-end collection in Switzerland.
It is a story that enters the heart of the BRULI manufacture and looks closely at what makes each shirt different: the quality of the materials, the precision of the workmanship, the value of time and the attention given even to the least visible details.
A luxury manufacture in the heart of Ticino
Journalist Katharina Fontana and photographer Karin Hofer visited our premises in Stabio, documenting the different stages through which a fine fabric becomes a BRULI shirt.
The article describes BRULI as one of the last, possibly the very last, manufacturers in the sector to produce its entire high-end shirt collection in Switzerland.
This is a deliberate choice, maintained over time despite the transformation of the textile market and the increasing relocation of production abroad.
For BRULI, preserving craftsmanship and know-how in-house does not simply mean protecting a tradition. It means continuing to control every stage of the production process personally.
As Marco Brülisauer explains in the interview:
“We produce everything here. We are no longer an industrial operation, but a luxury manufacture.”
It is a definition that perfectly expresses who we are today.
Luxury begins with the smallest details
The NZZ article describes luxury through tangible elements: an authentic mother-of-pearl button, a fine seam, the way a collar preserves its shape and the lightness of a premium cotton fabric against the skin.
These details may appear small, but they determine the character, comfort and longevity of a shirt.
Every BRULI garment begins with a meticulous selection of fabrics and a construction developed down to the finest detail. Completing a single shirt requires up to two or three hours of manual work.
Each stage is entrusted to the specific expertise of our seamstresses: from the side seams and the construction of the collar to the buttonholes, the application of the mother-of-pearl buttons and the final pressing.
Technology supports this craftsmanship without replacing it.
In recent years, BRULI has made significant investments in digitalisation and in a modern Swiss-made cutting machine, capable of working with exceptional precision according to each customer’s measurements.
Innovation and manual expertise therefore work together towards one objective: creating a precise, balanced garment designed to preserve its fit over time.
An authentic interpretation of Swiss Made
One of the central themes of the article is the true meaning of Swiss Made.
For BRULI, it is not simply a geographical indication or a marketing expression. It means keeping production, quality control, investments, expertise and the relationship with the customer in Switzerland.
Our manufacture produces approximately 3,000 shirts every year and follows one fundamental principle:
We produce only what has already been selected and ordered.
This model helps prevent overproduction and waste, while also enabling us to respond quickly to customers’ individual requirements.
Being an independent and flexible manufacture allows us to personalise every garment and adapt it to the individual characteristics of the person who will wear it.
In a made-to-measure shirt, proportions, posture and asymmetries can all be considered during construction. The result is not simply a shirt in the correct size, but a garment genuinely created for the individual.
Quality, service and relationships that last
The NZZ also highlights the direct relationship that BRULI maintains with its customers.
Marco Brülisauer personally welcomes clients in Stabio and regularly travels to other cities to present new collections, take measurements and receive orders.
This is a service built on listening and on a deep understanding of each customer’s preferences, often developed over many years and, in some cases, across generations.
In an increasingly fast and impersonal market, we believe that true luxury also lies in this: being recognised, understood and personally guided in one’s choices.
Product quality remains essential, but service is what transforms a purchase into a long-lasting relationship.
Thank you to the Neue Zürcher Zeitung
We would like to sincerely thank the Neue Zürcher Zeitung, journalist Katharina Fontana and photographer Karin Hofer for the attention, time and sensitivity with which they portrayed BRULI.
Their contribution has captured not only our shirts, but also the people, expertise and choices that make our work possible every day.
Being featured by one of Switzerland’s most respected newspapers is an important recognition for us and, at the same time, a responsibility.
It encourages us to continue defending the authenticity of Swiss production, investing in our know-how and offering our customers the highest possible quality and service.
As the article demonstrates, the future of an independent manufacture is built through consistency, precision and respect for the product.
And through the determination never to compromise on what makes a BRULI shirt truly special.
Click here to read the article in the print edition
Click here to read it in the available translations:
