Wolfgang is a digital analyst taking analog photographs. With a background in the fashion industry he is currently working as Head of Data Intelligence in the retail- and e-commerce industry.


Wolfgang Jarnach wearing a w'lfg'ng jacket - photographed by his brother Clemens in Oxford 2019

Wolfgang was born in Germany, where he gained his Abitur in 2006. He studied Fashion in Munich and later on gained his master’s degree in London, UK. In 2012, while working on video and stage outfits for British Pop Bands like Florence & the Machine or The XX, he was also responsible for spreading social media content in  collaboration with all partners like Sony Music, Coachella Festival and Swarovski. Intrigued by this he came back to Munich to work in the field of online marketing for clients including SOS-Kinderdorf and FIFA Football Technology & innovation, as well as FIFA eSports. The last 10 years he spent on investigating how people behave online, what they search for, how they interact with advertisement and what their user journey looks like off- and onpage.

At the same time Wolfgang is a fashion entrepreneur. Back in 2010 he created his first Pop Up shop with his own collection of shirts and trousers for man and woman in Munich. Later he found the outdoor jacket brand w’lfg’ng. His experience does not only include the development of the collections and the production in Asia, as well as the development of an Europe wide sales network, but also the brands Online shop including online marketing and web analytics.

After 10 successful years on the European market, collection development has been discontinued, when Wolfgang left the venture in 2020 to focus on his career in data intelligence and spend more time with his family.