The origins of STRENESSE have always been rooted in the south of Germany, a region noted for its craftsmanship and innovation. It was there, in the town of Noerdlingen, that a small clothing company saw the light of day in 1949. Almost 20 years later, the company history note: “around 1968 – new product line STRENESSE is established.” This laconic summing-up is typical of the brand: a precise, to-the-point description of what at that time was, after all, nothing more than a new brand for a clothing company. And yet in fact this event marked the company’s advancement into the global fashion industry.
In these times of unpredictable brand performance, family companies have taken on the image of flourishing, sturdy wild plants which draw their strength from their firmly anchored roots – a little like heirloom apples, say. The analogy is accurate in that family entrepreneurs always know only too well why they act in the way they do – quite simply because they, and they alone, are solely responsible for their own decisions.
The decision by gerd Strehle’s parents to give their forward-thinking son his own product line was certainly a bold one – but one they would never regret. Ss designer fashion began to experience a boom in Germany during the 1980s, one of the few german labels came from the little town of Noerdlingen, anything but a metropolis – and that label was STRENESSE, design by Gabriele Strehle. Rooted, you could say, in Noerdlingen by Gerd Strehle.