Dressed for success Strellson

DRESSED FOR SUCCESS

The Germany-based company Strellson is one of the most successful and well-respected designers of clothing lines and lifestyle products. The company can boast world-leading brands in its portfolio, including Strellson, Joop!, Tommy Hilfiger Tailored and Windsor.

Strellson is one of the leading European companies operating in the fashion industry. Established in 1984 by the former Hugo Boss owners, Jochen and Uwe Holy, it developed from the former company Straehl in Kreuzlingen, Germany, which had up until that point been producing only coats. Today it produces four well-known brands: Strellson, Joop!, Tommy Hilfiger Tailored and Windsor.

The company’s website defines its vision in this way: “Strellson opens up almost infinite possibilities for following the fashion trends and yet going one’s own way. This applies to all worlds where men move who have many plans. They pursue their plans wearing Strellson suits, sports jackets, trousers, shirts, ties, knitwear, polo shirts, T-shirts, sweaters, coats, sportswear, leather, underclothing, beachwear, shoes, eyewear and bags.”

Four major brands

The Strellson brand is divided into two areas: Strellson Premium and Strellson Sportswear. The first of these is a range of business wear for men with an international flavour – “the most successful men’s fashion for the young and prosperous”, as its website declares. This well-respected brand has been on the market for almost 15 years and is available in over 40 countries. Strellson Sportswear, meanwhile, reflects a more laid-back style “for men who move just as easily in city streets as in mountain canyons”. It includes a wide range of casual items from T-shirts to jeans and jackets.

The designer label Joop! Menswear was taken under licence in 1991. For Strellson this is an important brand. The website tells us that: “Joop! symbolises confidence, coolness and passion in combination with German perfectionism and matter-of-fact avant-garde. This international designer brand is characterised by its contemporary and progressive looks.” Unlike the Strellson brand, Joop! is aimed at both men and women.

Another important brand in the stable is Tommy Hilfiger Tailored. Strellson is the largest partner of Tommy Hilfiger US. This brand is more well-known for its casual lines, but it’s also seeing increased recognition for tailored clothing – and this is where Strellson comes in.

Finally, the Windsor brand: The history of the Germany-based Windsor Ltd dates back to 1889, when it started out as a producer of high quality business menswear. In 1960, it began to specialise in the production of suits and coats for men. Lightweight fabric, soft surfaces and fashionable styles – things the Windsor customer takes for granted today – was an experimental innovation on the German market back then. In 1977 Windsor originated the ladies collection, which quickly developed into a unique brand that meets the highest standards.

Strellson’s website waxes lyrical on this brand: it is “a stylistic translation of the word ‘confidence’ in terms of tailoring and craftsmanship. The knowledge that apparel must not only be a visual sensation, but also a sensuous pleasure. The more you know, the less you show. Glamour shines brightest when understated.”

Strellson has also been branching out more in the ‘lifestyle’ side of its production. In cooperation with Bianchi, the leading Italian bicycle manufacturer, in March 2012 Strellson launched the ‘Rolling Style – White Edition’ collection. The StrellsonBike was inspired by bicycle couriers in New York, London and Tokyo, who are increasingly shaping the cityscape of the future. The ‘Black Edition’ bike caused quite a stir in both the bike and lifestyle sectors in 2011.

Angelico, fabric for passion

Angelico is the woolen mill based in Biella that exports worldwide a manufacturing tradition relying on a 50 year legacy. The company has distinguished its strong commitment to growth in recent years.

The key factors of this success are the Angelico constant upgrading of special new finishing and treatment techniques, researched often in partnership with its clientele, the product flexibility, the ability to react to specific market needs and the constant research and development of new items, such as fabrics for a younger target, new designs and blends of diverse natural fibers.

Quality and social responsibility

The Strellson team puts a great deal of emphasis on the best material and excellent craftsmanship, down to the shortest seam. The fabrics come mainly from Italian weavers, whose work is famous across the world for a very good reason. However, material alone is certainly not sufficient to make the quality of the Strellson label unique.

The company’s website also stresses its focus on social responsibility and employee rights. “Our business philosophy is concerned not only with fashionable and innovative products and a high quality level, but also with respect for basic human and employee rights, in order to ensure socially acceptable working conditions.”

To this end, Strellson long ago developed its own Code of Conduct to guarantee the minimum social standards in the manufacture of its products. In 2008, in order to enhance this commitment, the company joined the Business Social Compliance Initiative (BSCI). This was founded by the Foreign Trade Association (FTA) in 2003 and now consists of more than 700 retailers, importers and brands. A great advantage of the BSCI is its common monitoring and qualification system for lasting improvement of working conditions in the global supply chain. n