The co-leader of German workwear company Strauss is advocating for a stronger, unified economic identity for Europe. In an interview, Henning Strauss asserted that Europe requires a renewed identity capable of resonating with citizens on an emotional level. He believes the current geopolitical climate presents a “historic opportunity” to achieve this.
Strauss expressed a desire to contribute to the development of such a branding initiative, suggesting it would be a more compelling endeavor than simply enhancing the appeal of a product like work trousers – a task he described as relatively straightforward by comparison. He envisions a “brand DNA” for Europe that effectively communicates its core values and strengths.
The United States serves as a potential model, according to Strauss. He noted that American patriotism is often underestimated and advocates learning from their approach. He highlighted the existence of a consumer base in the U.S. that actively seeks out “Made in America” products.
Strauss’s company is already demonstrating a commitment to localized production for the American market. He revealed the existence of a collection manufactured in Massachusetts, utilizing primarily American-grown cotton – a practice predating the previous U.S. administration’s policies.
