From Bolivia to Waltherstraße: a world tour that inspired bringing high-quality fashion knitwear back home to Linz. It was in Bolivia that Christina and Fritz discovered and developed a passion for the finest garments knitted using alpaca wool. Returning to Austria, in 2004 they founded the MASI fair-trade firm to sell alpaca fashion garments knitted to their designs in South America. Before long, they started using knitting machines themselves to create their first samples, and suddenly MASI became a full-time devotion. They relocated the workshop from their apartment to Waltherstraße, where, ever since, their designs have taken shape in the MASI workshop and boutique using professional warp knitting machines and manual circular linking machines. The finest garments are made exclusively using high-quality yarn from well-known, trusted sources: 100% cotton, 100% merino wool, as well as silk and cashmere blends, all in compliance with the Oeko-Tex Standard 100. There is still a connection to Bolivia in the name MASI, which in Aymara, one of the languages spoken in Bolivia, means friend, like-minded companion, buddy. You’ll understand why when you own one of their creations. And it’ll be no surprise that MASI garments are worn in high-profile locations such as on-stage at the opera in Paris and at the festival in Salzburg.

Twist pens, calendars, notebooks in every conceivable size, thickness and style: if you’re looking for high-quality writing instruments and an extensive range of stationery, Toni’s Schreiberei is the place to go. Toni is also the proprietor of Toni & Loni, a delightful toy shop in the Linzerie, where he has already demonstrated his skill at picking out treasures and presenting them in an appealing way. There was no holding him back when this former antique shop on Bischofstraße became available. The façade now radiates in ink blue, highlighting yet another landmark on this colourful, diverse street connecting Landstraße and Herrenstraße. Sorted by colour, these eye-catching items are a real treat for anyone who loves writing by hand. A pen in a choice of nib sizes, a block of dice poker scorecards, a delightful greeting card, an imposing master plan notebook: these and much more make wonderful presents and can be wrapped in the gift paper available in-store. Then again, there are probably some things you’ll want to keep for yourself, because, as Toni himself says: “You don’t need my things because they are life savers, but because they are life enhancers.”

The candlemaker in the heart of Linz’s old town is where enchanting candles for special occasions like weddings, christenings, birthdays and other celebrations are expertly crafted by hand with great care and devotion. Doris, the owner of this warm and inviting candle workshop, and her team, make candles featuring their own designs, and are also happy to create custom motifs based on your suggestions. You’ll get excellent advice here anyway, because they are used to discussing highly personalised ideas and special celebrations. In addition to handmade candles, the store has a wide choice of high-quality candles for everyday use, scented candles, christening gifts and jewellery, decorations and gifts, a selection of stationery, and a huddle of cute soft toys.

Be it a fondly etched drawing of a newborn cherub, an antique engraving of a scene in Linz, or an inherited masterpiece from an aunt’s attic: Mr. Berghammer finds the best way to frame it, as he has done for more than 50 years. Following the retirement of his former boss, with whom he served his apprenticeship, Mr. Berghammer opened his own business in 2012 and discovered the ideal location in Herrenstraße. The name of his shop says it all: Pictures – Frames – Gallery. Mr. Berghammer not only collects picture frames in all sizes and in all price categories – from wood plain and simple, to hand-gilded, including passe-partouts – he also collects hand-picked works by local artists, which he exhibits and offers for sale. He also restores frames and pictures, and though he is not a certified appraiser, he can spot original works and knows how valuable they are. Ultimately, he says, “I would have liked to become a famous painter myself”, but he never really found the time to get into it. It’s a good thing now that he has become an institution in Linz for pictures, frames and his gallery instead. 

Welcome to the organic shop in Linz; it’s hard to imagine the city without it. Firmly integrated into the Pfarrplatz scene, this grocery store really stands out with its fresh fruit, vegetables, bread, pastries and exclusively organic produce. Even their pre-packaged food is bio. The dedicated team of women who work with Elisabeth really go out of their way to provide advice, have a chat, and make sure shopping is properly packed. Regarding packaging, they prefer to use sustainable options such as a ‘cup to keep’, where you get a 20-cent discount if you bring your own container for meals and cup for coffee to go. Look forward to hearing “Lunch is served!” when you order the daily menu featuring a soup of the day and a delicious main course, seated at one of the small tables, or to take away in a sealable container that is returnable for a deposit, or a cardboard carton. Elisabeth also delivers ready-made meals with her catering service: home-cooked, delivered, served and cleared away, including tableware, ranging from hot and cold dishes to sweet treats, inspired by cuisines from the local Mühlviertel region, to Levantine and fusion. Everything MEIN MÜLI does is done with a huge portion of passion and plenty of good ideas. The team are also happy to come directly to the venue to cook there.

Above the entrance it says 1632, it was first mentioned in 1537, and since 2018 it has found a new lease of life as Hauptplatz 23. Walk through the passageway and it opens up into a breathtakingly impressive arcaded courtyard. The Renaissance building is one of several freeman houses in the old town, whose owners were exempt from municipal taxes and were allowed to employ craftspeople and artists. Today, that tradition is reflected in what is is happening now, because artists, communicators, freelancers and other creatives are co-working here. Iris Mayr is the curator who inspired this revitalisation. Originally looking for an office for herself, she discovered the house, found that the owner Niklas Salm-Reifferscheidt appreciated her enthusiasm, and has since taken over Hauptplatz 23 step by step. Iris also invited people to help take it over, because visitors are welcome to be surprised, to use rooms in this building, as well as the two Airbnb apartments in the house next door. Part of the evolution is the courtyard kitchen “Hinterhofküche”. Also on the ground floor, Buddy & Murphy has been showcasing second-hand vintage clothing since 2023. Hauptplatz 23 reinvents itself time and time again because there are always new spaces opening up

Originally, Waltraud Huber was just looking for a space where she could create her upcycled products on the sewing machine. She came across a pop-up store with old furniture in the listed old building just in front of the theatre. And because coffee is an essential part of her life, she sourced an original barista coffee machine with grinder from the Excelsior Caffé in Trieste. This provides the centrepiece for the café freudig (joyful), vintage café and shop. Visitors are seated on furniture from the 1950s to 1970s, surrounded by living accessories from that period. Just as art from Linz and the surrounding area is given a place on the walls, people also find find what they are looking for here among the many unique gems. Because apart from a few items, everything in Waltraud’s boudoir is for sale: a selection of clothing from earlier times, handmade items made from fabric, paper and yarn. And, of course, homemade cake, vegan cookies, and the popular chocolate tart with fresh fruit. Biography writers and a ukulele group meet here regularly, female students from the Bruckner University give concerts, authors read from their works, and you and rent the café for a relaxed soirée in private.

What began as a fair fashion brand in Graz in 2009 has been a well-established concept store in Linz since 2016. ZERUM also has shops in Graz, Vienna, Innsbruck and Salzburg. From the start, sustainable fashion has taken centre stage: clothing that not only looks good, but is also produced responsibly. The store features its own ZERUM brand, as well as carefully selected brands and accessories, sustainable drinking bottles, jewellery and bags. The collection includes basics such as organic T-shirts and jumpers, popular shirts with creative prints by different illustrators, as well as eye-catching dresses and jackets. All of the products from their own brand are made from approved materials such as GOTS organic cotton and EcoVero. They are manufactured under fair working conditions with a small carbon footprint – perfect for people who are more conscious of what they buy. The team says “We want to show that sustainability can be fun.” This philosophy is also reflected in the interior, which is modern, inviting and inspired by nature. There is a harmonious mix of vintage and modern furniture that creates a charming atmosphere in all four rooms of the spacious store.

A retro car in the shop window, a pacifier garage for the pram, nappy bags you can hang up, stainless steel boxes with bamboo lids – where will you ever find things like that? Introducing Toni & Loni, the well-stocked concept store that offers barrier-free accessibility and has just opened in the Linzerie. Here you will find lovingly selected gifts for children from zero to about five that will make parents and grandparents happy to make their young ones even happier. Like the store and its target group, Anton Sigl is refreshingly young at 22. He is supported by his even younger sister Leonie, which also explains the name of the shop: Toni & Loni. The two use the experience of the entire family, which is why the collection includes their grandmother Karin Wohlschlager’s textile specialities, from her “Unsere Liebelei” store in Bischofstraße.

Anton has a keen eye for picking out things that aren’t available everywhere: from useful gadgets for the pram and adorable tableware to a cuddly doll and bedside lamp for the little ones, or a rocking horse that can turn into a push car. And when customers leave the store happy, Toni & Loni are happy too, something you can see in both of them!

Inspired to paint the world any way you like? Have fun! For more than three decades, Papiertiger has been offering everything you need to satisfy your inspiration, right in the centre of town. What began with office stationery soon developed into a huge selection of pens and pencils in every imaginable colour, calligraphy tools, notebooks, boxes in all sizes, different textures of beautifully colourful paper to wrap gifts and for origami, as well as high-quality binders from Bindewerk, simply everything you need for school, the office, kids’ rooms and the crafts workshop. The gorgeous vegetable-tanned leather cases made in Europe are perfect for stowing stationery. Greetings cards for all occasions are in a class of their own with a gaiety that is rarely found. More and more toys for outdoors and indoors have gradually been added to the display, especially the handmade wooden figures by Ostheimer, but also boomerangs from Feldkirchen, and a selection of kit for jugglers, ranging from balls to flower sticks and clubs; a rare find. There is also plenty to keep even the youngest children occupied with wooden vehicles by fagus, and experiment kits. The shop is owned by Andreas, who like his dad Georg before him, pays attention to ecological awareness and fair working conditions.

For startups and creatives working in the areas of cuisine, crafts and design, ‘s Fachl on the main square in the middle of Linz offers the perfect sales platform: rent an in-shop creative display box in the form of one of the fruit crates that have undergone various weathering processes. Visitors have the opportunity to take their time browsing all the treasures in the creative boxes. The carefully selected, colourful mix and range of products and services ensure that the shop evolves over time, inviting you to come back and discover what’s new more often. Since there are always people who need more space to exhibit their wares, ‘s Fachl owners Michaela and Sabine also offer another 35 square metres of pop-up store space one floor above.

Parfümerie Aschauer on Spittelwiese is a treat for the nose and the eyes. Behind the beautiful Jugendstil facade lies a very lovingly furnished shop. You’ll feel like taken back to another time. The staff is just as charming as the premises, and will advise you on perfume, cosmetics, scented candles as well as jewellery. There is also the webshop to choose and order a wide range from Berber carpets to lavender soap.

The river Danube is so near that Fabian, the junior shop owner, doesn’t need to go far to collect the basic materials for his store: the myriad of smooth pebbles that wash up on the riverbanks. Keeping your eyes open as you walk and finding something special inspired Sieglinde, the senior shop owner, and then her son Fabian, who now runs the shop in Hofgasse, to create jewellery primarily from these unique stones. At the back of his workshop, which was once the home of Johannes Kepler, Fabian cuts, drills and polishes the Danube stones. The pebbles in a setting are ready to wear and can be found in handmade jewellery consisting of earrings, pendants, bracelets and rings, each made from a single stone set in stainless steel and pewter. One series shows the course of the Danube including the Schlögener Schlinge gorge upstream from Linz as an inlay in a stone pendant. He has also used Danube pebbles to adorn bottle openers, egg cups, salad servers, key rings, corkscrews, buttons, magnifying glasses and furniture handles. Each piece tells a story about the river Danube, about our natural surroundings, and about the skilful work that goes into every detail.

Vivienne Westwood’s wise saying “Buy less, choose well, make it last” is emblazoned on the wall of the changing room, and it is 100 percent the credo here. What started as a skateboard wear brand in Eferding in 2012 has been Vresh since 2019. Virtually everything in the shop is previously owned or made from repurposed materials. Once, the team cleaned out a garden centre and turned all the water pipes into clothes rails, so everything blends “perfectly imperfectly” into the industrial design of Tabakfabrik Linz. The brand stands for basics and focuses on sustainable materials such as organic cotton and tencel and completely dispenses with printed fabrics. Two collections a year are produced in Portugal 100 percent exclusively for Vresh. And because every item needs a wearer, factory seconds are available in the shop, online and from willhaben.at. Prices at Vresh are calculated as fairly as possible, because “costs should never be a reason not to dress sustainably,” says Michi, who runs the shop. Vresh founder Klaus now mainly looks after the merch, and also travels to Portugal regularly to oversee production on site and make sure that Vivienne’s saying remains valid forever.