Strong European business identity advocated by Henning Strauss

In a significant move, Henning Strauss, Co-CEO of the German workwear company Strauss, has put forth an initiative for developing a European brand identity. This endeavour is not a solo effort, as it is being advanced in collaboration with Martin Green CBE, director of the Eurovision Song Contest, the European Broadcasting Union (EBU), and British branding studio PALS.

Strauss envisions this brand DNA for Europe to embody the continent's values and strength, aiming to reach people on an emotional level. He views the current geopolitical situation as a "historic opportunity" to create a new identity for Europe.

Interestingly, Strauss's US collection, which primarily uses American cotton, has been in production before Trump's second term. This collection, made in Massachusetts, serves as a potential role model for Europe's branding efforts.

Strauss finds inspiration for Europe's branding efforts in American patriotism, seeing it as a powerful symbol of unity and pride. He believes there are consumers in America who prefer "Made in America" products, and he sees a similar sentiment emerging in Europe.

Despite the success of his US collection, Strauss finds creating a brand DNA for Europe more exciting than making a work pant cool. He is open to participating in this branding effort for Europe, believing it to be a crucial step towards a stronger economic branding of the continent.

The German workwear company Strauss is already focusing on locally produced products for the US market, demonstrating a commitment to quality and sustainability. As Strauss looks towards Europe, he sees a chance to create a brand that truly represents the continent's values and resonates with its people.