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The web page states the following, "Ideas often come about through coincidence." We saw that the web site said " And so it happened with Emerenz." It also said " Agnes Feckl knitted an eccentric wool hat as a Christmas gift for Joachim Baldauf. After passers-by kept asking him where he bought it, the next step was obvious. Agnes Feckl and Joachim Baldauf created Emerenz. The result was Emerenz, a collection of individually knit hats made of high-quality Swiss wool in Bavaria. Emerenz Handcrafted with Love." The header had Vorn as the highest ranking optimized keyword. This keyword is followed by Vorn Magazine, Printkultur, and printkultur which isn't as urgent as Vorn. The other words printkultur.tumblr.com uses is emerenz.