In a world obsessed with fast fashion and fleeting trends, there’s something deeply refreshing about discovering a brand that leans into longevity, craftsmanship, and soul. That’s exactly what I found in Graf Lantz, a Los Angeles-based company that’s quietly — but confidently — redefining what it means to own something well-made.
This isn’t your average lifestyle brand. Graf Lantz doesn’t shout for attention, nor does it chase the trend-of-the-week. Instead, it crafts pieces that feel personal — like something you’ve had forever, even if you just unboxed it. From their iconic Merino wool felt coasters to their effortlessly cool tote bags, everything they create feels equal parts functional and poetic.
After spending several weeks with a handful of their products, I’m convinced Graf Lantz isn’t just selling accessories — they’re curating a lifestyle rooted in simplicity, sustainability, and subtle luxury.
A Brand Built on Purpose and Materials
Before we get into the products themselves, it’s worth pausing to appreciate the why behind Graf Lantz.
Founded by Holger Graf and Daniel Lantz, the brand is a fusion of German precision and Japanese-inspired minimalism — two cultures that understand restraint and refinement. The duo combined their backgrounds in architecture and fashion to create a product line where form always follows function.
Their signature material? Merino wool felt. Not only is it naturally renewable, water-resistant, and antimicrobial, it’s also unexpectedly luxe. This isn’t the itchy felt from elementary school crafts — it’s soft, dense, and completely elevated.
Graf Lantz has managed to take this underdog material and turn it into something worthy of the spotlight. But what truly earns loyalty is the attention to detail. Every stitch, seam, and silhouette feels like it was obsessed over — in the best way.
Product Reviews: Everyday Objects, Beautifully Elevated
1. Key Fob – The Subtle Statement Piece
Let’s start small. The Graf Lantz Key Fob is one of those items that you don’t realize you need until you have it — and then can’t imagine living without.
I opted for the color-blocked version, and I swear, it brings me more joy than a keychain has any right to. It’s made with their signature Merino wool and vegetable-tanned leather — soft to the touch, yet rugged enough to handle the chaos of a daily routine.
The best part? It adds a little pop of design to your keys without feeling flashy. It’s that quiet kind of cool — the kind only the truly design-obsessed will recognize and appreciate.
2. Coasters – Functional Meets Fantastic
I’ll admit: I used to think coasters were the kind of thing your mom puts out for guests. Not something you invest in. But Graf Lantz’s Merino Wool Felt Coasters turned me into a believer.
They’re lightweight, ultra-absorbent, and available in a stunning palette of muted and modern colors. I went for the heather grey with blush and rust accents, and they’ve become low-key conversation starters when friends come over.
More importantly, they work. No rings. No warping. And they don’t stick to the bottom of your glass like cheap cork ones. These are simple, smart, and absolutely gift-worthy — especially in their beautifully boxed sets.
3. The Jaunt Tote – Effortless Utility
When it comes to bags, I have a tendency to go through them quickly. Either they’re too structured or too flimsy, too big or too compact. The Jaunt Tote, though? Perfectly in between.
Made with a combo of Merino wool and vegetable-tanned leather, it feels substantial without being heavy. The shoulder straps are sturdy, and it holds its shape even when packed with a laptop, notebook, and everything else I insist on lugging around “just in case.”
It also wears beautifully. After a few weeks of use, the leather has softened just enough, and the felt has held up incredibly well — no pilling, no fuzzing. Just a solid bag that looks even better with time.
4. Hinoki Incense – A Mood in a Box
Though not their flagship product, I couldn’t resist trying their Hinoki Incense. It felt like a perfect complement to the brand’s aesthetic — serene, grounding, and beautifully packaged.
The scent? Earthy, woodsy, and clean, without being overpowering. Just lighting a stick in the morning while making coffee has added a sense of calm ritual to my day.
Graf Lantz doesn’t just make things — they curate experiences. And this incense was a beautiful, unexpected reminder of that.
Sustainability Without Compromise
A lot of brands say they’re sustainable. Graf Lantz actually lives it. From sourcing renewable Merino wool to minimizing waste in production, their entire operation is built on mindful manufacturing.
They also keep everything locally made in Los Angeles, which reduces their carbon footprint and ensures fair wages across their supply chain. That’s something that matters more to me now than ever — knowing the things I buy weren’t made at the expense of someone else’s well-being.
Even their packaging reflects this ethos: minimal, recyclable, and plastic-free.
Who Graf Lantz Is Really For
Graf Lantz isn’t for people chasing seasonal trends. Their pieces aren’t adorned with logos or loud branding. Instead, they’re for people who appreciate quiet luxury — the kind of refinement that speaks through texture, silhouette, and craftsmanship.
They’re also for:
- Minimalists who crave utility with aesthetic appeal
- Design lovers who value form and function
- Gifting pros who want to impress with something thoughtful but not obvious
- Eco-conscious shoppers who want beauty without the guilt
You won’t find dozens of new releases every month. Instead, Graf Lantz offers a refined, considered collection of objects that are meant to be lived with — and loved — for years.
Price Point: Worth It?
Let’s address the elephant in the room: Graf Lantz isn’t cheap. But it’s also not overpriced — and that’s an important distinction.
You’re paying for:
- Premium, ethically sourced materials
- Handmade quality
- Local production
- Timeless design that won’t go out of style
That $38 for a set of coasters? It’s not about the coasters — it’s about investing in fewer, better things. And that $168 tote? It’s a bag that’ll age with you and only get better.
In an age where everything feels disposable, Graf Lantz’s pricing reflects a refreshing return to intention.
