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Strellson

Strellson is a Swiss menswear brand specializing in contemporary men's fashion, including suits, jackets, shirts, and casual apparel, known for its sharp, functional designs inspired by Swiss heritage and modern masculinity.^[1] Founded in 1984 and headquartered in Kreuzlingen, Switzerland, it operates as part of the Holy Fashion Group and distributes its products across 29 countries through an online shop, six physical stores, and five international showrooms.^[1]^[2] The brand emerged from the legacy of Friedrich Straehl & Co., a coat manufacturer dating back to 1910, when brothers Jochen and Uwe Holy—former owners of Hugo Boss—acquired and rebranded it as Strellson to focus on innovative menswear.^[2] A pivotal milestone came in 2003 with the launch of the Swiss Cross Jacket, crafted from repurposed Swiss military blankets, which sold out its initial limited edition of 3,000 pieces and established Strellson's sportswear line.^[2] By 2005, Strellson integrated into the Holy Fashion Group alongside brands like windsor. and JOOP!, expanding its global presence with entries into markets such as the United States in 2016 and North America via a Toronto-based entity in 2017.^[2] Today, Strellson emphasizes sustainability through initiatives like #WEAR2CARE, utilizing high-quality, eco-conscious materials while maintaining a commitment to authentic, confident styles for urban men.^[1] Its collections blend formal business looks with casual and outerwear options, reflecting a design philosophy that combines functionality, precision, and individuality rooted in Swiss craftsmanship.^[1]

Company Overview

Founding and Ownership

Strellson was founded in 1984 by brothers Jochen Holy and Uwe Holy, who were former owners of Hugo Boss and grandsons of the company's original founder, Hugo Ferdinand Boss.^[3]^[2] The brand emerged from the acquisition and rebranding of the coat manufacturer Friedrich Straehl & Co. in Kreuzlingen, which the Holy brothers transformed into an independent menswear label focused on premium tailored clothing.^[2]^[4] Strellson is headquartered in Kreuzlingen, Switzerland, and operates as a core brand within the family-owned Holy Fashion Group, which also manages other labels such as JOOP! and windsor.^[5]^[6] The group remains under the ownership of the Holy family, with no involvement of public funding or external investors. As of October 2025, Strellson's CEO is Mats Birk.^[7]^[5] This Swiss base has subtly influenced Strellson's design philosophy, emphasizing precision and quality in menswear.^[2]

Brand Identity and Philosophy

Strellson embodies a brand philosophy centered on modern masculinity, independence, and an urban heritage that resonates with men who possess a clear attitude and individual mindset. The brand promotes the idea of #WEARINDEPENDENT, encouraging wearers to pursue their own paths with confidence and authenticity, reflecting a non-conformist approach to style that fuses Swiss precision with contemporary urban life.^[1]^[8] This philosophy draws from Switzerland's values of independence and direct democracy, positioning Strellson as a symbol of bold, self-assured living rather than conventional conformity.^[8] The core identity targets ambitious, style-conscious men aged 20-45, particularly urban professionals seeking premium menswear that blends sporty functionality with formal elegance. Strellson appeals to those who value credibility, success, and unmistakable personal style, offering designs that underscore the wearer's personality in dynamic city environments.^[8]^[9] As a Swiss brand, it emphasizes authenticity and innovation, celebrating a lifestyle that balances urban exploration with outdoor versatility, all rooted in the nation's heritage of quality craftsmanship.^[1]^[10] Design principles at Strellson prioritize sharp, functional, and contemporary tailoring that innovatively blends tradition with modern needs, incorporating technical elements for everyday practicality. This approach reflects Swiss engineering precision, evident in the brand's masculine silhouettes and the use of a bold Swiss cross logo in red, white, and black to evoke national heritage.^[1]^[8] The philosophy has evolved through slogans like "Swiss. The Bold Way." and earlier iterations such as "Make yourself unstoppable," maintaining a focus on authenticity, masculinity, and urban style across campaigns.^[8]^[11]

History

Origins and Early Years

The Holy family's involvement in the fashion industry traces its roots through their stewardship of Hugo Boss, where Jochen and Uwe Holy served as owners and managers starting in 1969, building on their father Eugen Holy's leadership of the company since 1948.^[3] This experience in premium menswear positioned the brothers to pursue new ventures beyond Hugo Boss.^[2] In 1984, Jochen and Uwe Holy acquired the coat division of Hugo Boss, operating as Friedrich Straehl & Co. AG in Kreuzlingen, Switzerland, and rebranded it as the independent label Strellson.^[2] This move marked the launch of Strellson as a dedicated menswear brand, leveraging the acquired infrastructure for tailored outerwear production.^[12] Strellson's inaugural collections, released in 1985, centered on suits, sports jackets, trousers, and coats, laying the groundwork for its expertise in refined menswear.^[13] These offerings highlighted superior craftsmanship and adherence to Swiss manufacturing principles, such as precision tailoring and durable materials.^[2] The brand quickly entered the European market, gaining traction among consumers in Germany, Austria, and the Netherlands for its sophisticated, accessible style.^[12]

Expansion and Key Milestones

Following its founding in 1984, Strellson experienced significant growth throughout the 1990s as it expanded across European markets, establishing a strong presence in Germany through shop-in-shops in Munich by 1997 and further outlets in Austria and the Netherlands.^[12] This period marked the brand's shift toward international distribution, with additional subsidiaries in Paris in 1997 and the acquisition of the European license for Tommy Hilfiger menswear in 1999, enabling broader reach beyond Switzerland.^[12] By the early 2000s, these efforts had positioned Strellson for sustained expansion, with approximately 55% of sales coming from abroad by 2005.^[12] A pivotal milestone came in 2003 with the launch of the Swiss Cross Jacket, a limited-edition parka featuring a lining made from repurposed Swiss Army blankets and including a Victorinox pocket knife; only 3,000 units were produced, quickly selling out and establishing the item as a signature collector's piece that birthed the Strellson Sportswear line.^[1] In 2005, the brand received the Textile Industry Forum Prize in the Industry category, recognizing its innovative contributions to menswear production and design.^[12] The 2007 premiere of No. 1 The Strellson Magazine in September represented the brand's entry into lifestyle media, blending fashion editorial with cultural content to engage a global audience.^[14] In 2005, Strellson integrated into the Holy Fashion Group, which facilitated enhanced distribution; by 2012, dedicated online shops for the brand alongside JOOP! and windsor. were launched, marking a key step in e-business expansion.^[2] This integration supported further international growth, including entry into the US market and the establishment of Strellson Russia OOO in 2016, followed by the founding of the Canadian subsidiary Strellson North America Ltd. in Toronto in 2017.^[2] In 2023, to commemorate the 20th anniversary of the Swiss Cross Jacket, Strellson relaunched the iconic design within an innovative context, emphasizing updated functionality while reinforcing its heritage.^[1] Recent milestones underscore Strellson's focus on digital innovation and global accessibility, with products now available online in 29 countries through its enhanced e-commerce platform, complemented by 6 physical stores and 5 international showrooms.^[1] The brand has also earned recognition for design excellence.^[15] These developments have solidified Strellson's position as a leader in premium menswear, driving increased digital sales and sustained international expansion.^[2]

Products and Collections

Core Clothing Lines

Strellson's core clothing lines encompass a range of men's apparel designed for urban lifestyles, emphasizing modern fits and versatility across casual, formal, and outerwear categories. The casual and sportswear offerings include shirts, trousers, and knitwear tailored for everyday wear, featuring clean lines and flexible materials that support active routines. For instance, pullovers like the Kito and Tito models provide comfortable layering options with contemporary styling.^[16] In formal wear, Strellson specializes in suits, blazers, and dress shirts with tailored silhouettes that balance professionalism and adaptability. Suits such as the Anzughose Luis incorporate structured fits for business settings, while blazers offer smart-casual transitions with versatile designs suitable for varied occasions. These pieces prioritize precise tailoring to enhance the wearer's form without restricting movement.^[17]^[18] Outerwear collections feature jackets and coats engineered for functionality and weather resistance, blending urban aesthetics with practical elements. Examples include the Steppjacke Clason Fused jacket for insulated warmth and the Mantel Cabanno coat for transitional seasons, both constructed to withstand diverse climates while maintaining a sleek profile.^[18]^[19] Strellson's seasonal collections adapt these core lines to thematic inspirations, refreshing silhouettes and palettes annually. The Spring/Summer 2024 lineup drew from southern travels, incorporating lightweight fabrics in aqua, dark blue, and orange hues with strong contrasts and soft, modern forms to evoke maritime and desert vibes. In contrast, the Autumn/Winter collections emphasize bold, structured silhouettes; the Night Trails Fall/Winter 2025 series merges metropolitan sharpness with alpine durability, using layered designs for cooler weather.^[20]^[21]^[22] Material innovations in recent lines highlight sustainability, with the #WEAR2CARE initiative integrating eco-friendly fabrics across categories. Strellson commits to sourcing at least 50% of its cotton as more sustainable variants by 2025, applied in casual knitwear, formal shirts, and outerwear linings to reduce environmental impact while preserving quality and performance.^[23]^[24]

Accessories and Iconic Items

Strellson's accessories line emphasizes urban functionality and Swiss precision, offering items like socks, belts, bags, caps, and leather goods that align with the brand's modern, versatile style. Socks are crafted for comfort and premium quality, available in various patterns to suit everyday and professional wear. Belts feature high-quality leather construction, such as the urban vintage-style dark brown leather belt with logo-embossed details and a contrasting metal buckle, designed to harmonize with trouser ensembles. Woven textile belts, blending technical linen and cotton with smooth leather accents and logo tags, provide casual updates for relaxed looks. Bags include practical business options like briefcases with ample space for laptops and documents, ensuring stylish portability. Leather goods, including nappa leather gloves with topstitching, elasticated stitching, and soft wool linings, add refined touches to outfits. The footwear range focuses on versatile pieces suitable for business-casual transitions, blending comfort with contemporary design. Lace-up boots, such as the Jones Andrew model, incorporate zip fastenings, modern seams, logo details, and profiled soles for durability and style. Chelsea boots like the Ravenscourt Nimonico feature smooth leather uppers, profiled rubber soles, elasticated inserts, and duo-design straps with logos, offering easy wear and a polished appearance. Lace-up shoes, exemplified by the Bakerloo Nimonico, use smooth cowhide leather with side zips and profiled soles for all-day comfort. Suede loafers, such as the Epsom Harrod, include characteristic straps and rubber heels for a modern upgrade to casual attire. Trainers like the Solid Evans in smooth cowhide offer rounded toecaps, multi-hole lacing, tonal seams, and removable insoles, supporting seamless integration with core clothing lines. Among Strellson's standout products, the Swiss Cross Jacket stands as an iconic symbol of the brand's heritage. Launched in 2003, this legendary outdoor jacket features a lining made from original Swiss Army blankets and incorporates the iconic Victorinox Swiss Army knife, embodying authentic Swiss craftsmanship and rugged versatility. Its enduring design has cemented its status as a cultural emblem within the brand, representing the fusion of urban and alpine influences. Other notable outerwear includes leather jackets and specialized pieces like the Parka Ambience in brown and the olive Steppjacke Clason Fused, which highlight performance-driven materials for versatile urban use.

Marketing and Media

Advertising and Campaigns

Strellson's advertising strategies have long emphasized themes of independence, adventure, and modern masculinity, often through cinematic visuals that highlight the brand's Swiss heritage and premium craftsmanship. One of the earliest notable campaigns, "Rock the Road," launched in 2007 as a video feature that captured the essence of rugged exploration, aligning with the brand's ethos of unyielding determination; it was first presented alongside the story behind its production in the premiere issue of No 1 The Strellson Magazine in September 2007.^[14] This campaign set a precedent for Strellson's use of dynamic storytelling to connect with men who value authenticity and bold lifestyles. In more recent years, the #WEARINDEPENDENT series has become a cornerstone of Strellson's promotional efforts, promoting a vision of bold, unadjusted masculinity through seasonal collections that fuse urban sophistication with functional design. The series underscores the brand's values, portraying modern men as boundary-breakers who blend formal elegance with practical outerwear inspired by Swiss precision and natural landscapes.^[25] Campaigns under this banner, such as the Fall/Winter 2025 iteration, feature high-altitude imagery and narratives of courage, directed by creative teams to evoke independence and resilience.^[26] These efforts extend the 2017 "Make Yourself Unstoppable" campaign, a film that appealed to a younger demographic by depicting passionate, self-directed men, and earned multiple accolades including a Bronze at the Cristal Festival for Brand Entertainment & Content and a Bronze at Ad Stars for Film.^[27]^[28] Strellson frequently collaborates with photographers, models, and influencers to craft high-end visuals that reinforce its Swiss origins and aspirational appeal. For instance, the Fall/Winter 2022 collection involved a partnership with influencer DeAnthony Felice, who showcased functional yet stylish pieces in urban settings, while the Spring/Summer 2025 line featured a collaboration with content creator Moritz Taylor to highlight independent fashion trends. These partnerships often involve professional shoots in alpine or city environments, emphasizing quality materials and versatile silhouettes to appeal to a global audience of discerning men. The brand's digital marketing has evolved significantly, leveraging platforms like Instagram and TikTok for interactive collection previews and behind-the-scenes content. With approximately 115,000 Instagram followers and 400,000 on TikTok as of November 2025, Strellson uses short-form videos and reels to tease new arrivals, such as the FW24 campaign's focus on "courage meets altitude," fostering engagement through user-generated content and live fashion shows.^[29] This shift toward social media has amplified reach, particularly among younger consumers, while maintaining ties to print media like the Strellson Magazine for deeper narrative integration. Strellson's creative executions have garnered recognition for innovation, including a Silver at the CRESTA Awards in 2018 for the interactive "Strellson Like Shop" digital campaign, which allowed users to "pay" with likes for virtual fashion experiences.^[30] Additional honors for the "Make Yourself Unstoppable" series include wins at Eurobest, the New York Festivals, Webby Awards, iF Design Award, and ADC, underscoring the brand's ability to blend emotional storytelling with cutting-edge production.^[27]

Strellson Magazine

Strellson launched its lifestyle publication, N°1—also known as No 1 The Strellson Magazine—in September 2007 as an annual title designed to extend the brand's visual and narrative identity beyond traditional advertising. The 72-page inaugural issue emphasized high-quality, large-format photography (40 x 60 cm) complemented by concise texts, focusing on fashion editorials that showcased Strellson apparel in dynamic contexts, such as African amateur footballers in tank tops or a rock band touring America in a convertible.^[31]^[32] Content delved into themes of masculinity, travel, and urban culture through photostories captured in diverse locations including the USA, Kenya, and Switzerland, highlighting the mindset of Strellson's target audience of independent, style-conscious men. Noted photographers such as Matthias Ziegler contributed visuals that aligned closely with the brand's advertising aesthetics, blending editorial storytelling with product integration to reinforce Strellson's philosophy of sophisticated, everyday menswear.^[31] With a print run of 45,000 copies per issue, the magazine was priced at €11 or 17 CHF and distributed across Europe through kiosks, bookstores, high-end newsstands, Strellson shop-in-shops, and monostores, positioning it alongside premium lifestyle titles like Sleek and Deutsch. Early editions also served as platforms for campaign tie-ins, such as the premiere presentation of the "Rock the Road Video" alongside its backstory, further embedding the publication in Strellson's multimedia brand strategy. The magazine continued as an annual print publication through the early 2010s before transitioning to digital formats integrated into the brand's online presence by the mid-2020s.^[31]^[32]^[14]

Sustainability and Corporate Responsibility

#WEAR2CARE Initiative

The #WEAR2CARE initiative, launched by Strellson in the Fall/Winter 2021/22 season, serves as a dedicated label to identify sustainable styles within its menswear collections, emphasizing transparency in production processes to promote eco-friendly fashion practices.^[33] This program marks a strategic step toward greater sustainability by highlighting products that meet specific environmental and social criteria, allowing consumers to make informed choices aligned with responsible consumption.^[24] As part of broader group targets, Strellson contributes to the Holy Fashion Group's commitment to source 50% of its cotton as more sustainable by 2025.^[34] Under #WEAR2CARE, Strellson commits to using sustainable materials such as organic cotton certified by the Global Organic Textile Standard (GOTS) and recycled polyester verified under the Global Recycled Standard (GRS), with examples including garments containing at least 50% recycled fibers.^[35] The initiative also incorporates cotton sourced through the Better Cotton Initiative, which supports more sustainable agricultural practices to reduce environmental impact in cotton production.^[36] These material choices reflect adherence to recognized textile standards like the Organic Content Standard (OCS), ensuring a portion of organic or recycled content in qualifying products.^[37] Regarding ethical labor in supply chains, #WEAR2CARE products are produced in facilities where the final stage is certified by the Business Social Compliance Initiative (BSCI), which audits for fair working conditions and human rights compliance.^[38] While specific reductions in water usage are not detailed within the initiative, the selected standards indirectly promote resource efficiency through sustainable sourcing. For production traceability, Strellson provides certification details on product labels and online, enabling verification of material origins and compliance, such as through Control Union audits for recycled content.^[35] The program aligns with broader goals of gradual sustainability improvements, including partnerships with organizations like the Better Cotton Initiative and certification bodies such as GOTS and GRS, to foster environmental responsibility across collections.^[39] No explicit targets for carbon-neutral operations have been publicly outlined under #WEAR2CARE, though the focus on recycled and organic materials contributes to lowering the brand's overall ecological footprint.^[38]

Production and Ethical Practices

Strellson's production is centered in Europe, with all garments designed in Switzerland at the Holy Fashion Group headquarters in Kreuzlingen, ensuring rigorous quality control through on-site visits and supplier scorecards that incorporate sustainability criteria. Manufacturing occurs primarily in facilities across Portugal, including the company's own production plant, and Turkey, selected for their adherence to European standards and long-term partnerships that prioritize responsible sourcing.^[40]^[41] Ethical practices form a core of Strellson's operations, guided by the Holy Fashion Group's Ethical Code of Conduct, which mandates compliance with international labor standards such as those from the International Labour Organization (ILO). The company promotes fair wages by conducting wage gap analyses using benchmarks from WageIndicator data and developing supplier-specific strategies to progress toward living wages, while ensuring safe working conditions through prohibitions on excessive hours and requirements for proper safety equipment.^[42]^[43]^[44] Supplier compliance is monitored via regular social audits conducted under the amfori Business Social Compliance Initiative (BSCI) Code of Conduct, with independent auditors assessing Tier 1 production sites every one to two years and expanding evaluations to upstream Tier 2 suppliers like fabric and yarn producers. These audits identify risks such as low wages and poor safety in high-risk countries including Turkey, leading to collaborative Corrective Action Plans that have improved conditions in over 20 factories across Turkey, China, India, and Bangladesh as part of the Stakeholder Dialogue Program, launched in 2024 in partnership with the Hohenstein Group and involving training for over 300 workers as of June 2025.^[42]^[45]^[40]^[46] A confidential grievance mechanism is available for workers to report issues, fostering transparency and accountability throughout the supply chain.^[42] Broader corporate responsibility efforts include community support initiatives in Switzerland, such as the National Future Day program that engages employees' children in workplace exploration to inspire future talent, and participation in local training programs for sustainable textiles. The workforce emphasizes diversity, with policies promoting inclusive teams, flexible working arrangements, childcare support, and health initiatives like sports programs to enhance employee well-being across the Holy Fashion Group's 500+ staff.^[47]^[48]^[49] Sustainability is integrated into daily operations through measures like waste reduction via sustainable packaging and separation programs at supplier facilities in Egypt and Portugal, alongside energy-efficient practices that include LED lighting and process optimizations to lower CO₂ emissions in factories. These efforts align with the #WEAR2CARE initiative as a guiding framework for operational improvements, targeting certified materials and circular models by 2030.^[40]^[38]

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