The co-chief executive of German workwear firm Strauss is advocating for a stronger economic branding of Europe. In a recent interview with “Der Spiegel”, Henning Strauss argued that “Europe needs a new identity that resonates emotionally with people”. He sees the current geopolitical climate, marked by increasing external pressures, as a “historical opportunity” to achieve this.
Strauss expressed a personal willingness to contribute to such branding efforts, stating he would find it significantly more compelling than simply modernizing a classic work garment – a task he characterized as relatively straightforward. He believes Europe requires a clear “brand DNA” capable of conveying its values and strengths.
The United States serves as a potential model, according to Strauss. He acknowledges that American patriotism is often underestimated or even mocked, but suggests Europe could benefit from observing and learning from it. He points to a consumer base in the US demonstrably willing to purchase “Made in America” products.
Strauss’s company is already demonstrating a commitment to local production in response to this demand. A collection manufactured in Massachusetts, primarily using American-grown cotton, is already available – a move predating the previous US administration’s emphasis on domestic manufacturing.