After five years of bankruptcy, Strenesse, known for its minimalist designs, is set to make a comeback with new ownership and a focus on comfort and sustainability.
In a significant move within the fashion industry, Strenesse, a brand once heralded for its minimalist designs in the 1990s, is making a comeback five years after its bankruptcy. Originally founded by designer Gabriele Strehle, Strenesse was known for its straightforward style, becoming synonymous with other high-profile brands such as Jil Sander. However, family disputes and strategic challenges led to financial difficulties culminating in the brand’s decline in 2020.
The revival of Strenesse is spearheaded by Brand House Productions GmbH, based in Munich, which acquired the brand rights in 2023. The new ownership aims to bridge the gap between the iconic tailoring of the 1990s and contemporary fashion sensibilities. “Comfort is a priority,” a guiding principle of the new designs, emphasizes the intention to craft pieces that not only reflect Strenesse’s heritage but also meet the demands of modern customers. The new lineup includes meticulously tailored items such as black blazers made from diagonally woven virgin wool, dark blue pinstripe cigarette pants, and simple cream silk blouses. The focus is on selected timeless classics that promise durability and appeal, aligning with a sustainability ethos by sourcing materials from Europe and ensuring that all manufacturing is “Made in Europe.”
Micaela Sabatier, who has over 25 years of experience with Strenesse, plays a crucial role as the brand manager under the new owners. She reflects on the brand’s past, stating, “At Gabriele Strehle’s, the term ‘skin-like’ was a guiding principle; her approach was that each of her designs should feel like a second skin.” Sabatier’s long-standing association with Strenesse includes stints as an event manager and managing director prior to the company’s insolvency.
The new ownership team, consisting of Noro Hoferer, Eric Teckemeyer, and Marcus Sayn-Wittgenstein, is focused on overcoming the brand’s previous challenges while aiming to attract a younger demographic. “The name Strenesse remains unblemished despite the two insolvencies,” Hoferer noted, as he expressed confidence in redefining the brand’s market presence. This strategy includes a novel approach to marketing that will not rely on traditional showrooms and retail partners but will instead roll out a three-step plan.
The initial phase of this strategy includes the launch of four unisex fragrances. Following that, an online shop is set to debut in May, showcasing a yet-to-be-named sub-line designed to attract Gen Z customers with sporty, unisex looks. Approximately 20 styles will be introduced, incorporating items such as sweats, shirts, hoodies, and jog pants at price points ranging from 200 to 400 euros.
Looking ahead to September, Strenesse plans to reintroduce its main brand through partnerships with prominent department stores including Lodenfrey in Munich, KaDeWe in Berlin, and Breuninger in Stuttgart. The relaunch will feature both womenswear and select menswear pieces, with prices for the main line positioned in the luxury segment: blazers will range from 750 to 1,000 euros, while trousers will be priced between 300 and 500 euros.
The revival of Strenesse reflects both an effort to return to its roots and explore new market opportunities, leveraging the experience of its leadership team and the depth of its brand history.
Source: Noah Wire Services
