ABOUT STRAUSS

ENGELBERT STRAUSS is a German family business that – since 1948 – designs and manufactures durable, technical workwear built to exacting standards. The brand’s iconic red ostrich has long served as the badge of Europe’s creative class.

Henning Strauss in front of the STRAUSS LA Pop-Up Store Henning Strauss in front of the STRAUSS LA Pop-Up Store

THE STRAUSS
LA STORY

The story of STRAUSS today is, really, a Los Angeles story. It began in the early '90s, when Henning STRAUSS, now President of Engelbert Strauss, Inc., headed to Malibu for university. It was an eye-opening experience. Having grown up outside of Frankfurt, the SoCal spirit changed the course of his life. His fondest memories are not from the classroom but of meandering the streets of Venice and chatting with the artists and creatives he met there.

- HENNING STRAUSS

“YOU LEARN MORE OFF CAMPUS THAN YOU DO ON CAMPUS. THE BRAND, AS WE KNOW IT TODAY, WAS BORN THEN-NOT IN A GERMAN FACTORY, BUT ON THE STREETS OF LA."

Today, Henning runs independent STRAUSS businesses all over Europe with his brother Steffen. They're the third generation to helm the family business. It’s a privilege to take over a family legacy, but legacy can be a weighty thing. This is where the California spirit kicks in: rather than let legacy dictate strategy, Henning has chosen a new path. Every generation should.

Old Picture of Engelbert und Norbert Strauss sitting on a car Old Picture of Engelbert und Norbert Strauss sitting on a car

THE STRAUSS STORY
BEGINS IN 1948

In 1948, grandpa Engelbert Strauss started producing brooms and brushes in his German village. It proved successful. When Norbert STRAUSS took over, he expanded into workwear, creating attire worn by those propelling the historic German Wirtschaftswunder.

Henning and Steffen Strauss on the film set Henning and Steffen Strauss on the film set

HENNING STRAUSS

“GENERATIONAL CHANGE IS THE FUEL OF ALL PROGRESS. THE ENTREPRENEURIAL FAMILY DRIVES THIS ENGINE.”

When Henning and Steffen took over, they innovated further. They studied their consumers and began making clothes that were sturdy, fashionable, and built for specific trades and tasks. German customers became European customers. STRAUSS’ pieces (and ostrich logo) became iconic. And then… the Stuntmen’s Association of Motion Pictures called... This finally led to the foundation of Engelbert Strauss, Inc., an independent US business.

STRAUSS LA Pop-Up Store from the outside with the mural of Jules Muck

WE´RE HAPPY TO BE HOME

Which brings us back to LA. LA is a toehold in the American market. It’s a new horizon. And it’s a homecoming of sorts. It’s a return to roots, perhaps not for STRAUSS the brand, but certainly for the Spirit of STRAUSS.