BIEBERGEMÜND / SYDNEY — 31 AUGUST 2026 — STRAUSS, one of Europe’s leading workwear brands, is setting sail for Australia. In 2027, the workwear powerhouse will bring its distinct understanding of workwear to one of the world’s most important markets for skilled work, outdoor performance and hands-on culture. Australia represents a significant step in the brand's international growth, with the company developing country-specific products built for Australia's demanding conditions, including outback heat, extreme humidity, alpine cold, dust, UV exposure and challenging terrain. "Australia is a highly relevant market for us because of its strong culture of skilled work, performance and pride in doing the job properly," said Henning Strauss, CEO and Chief Brand Officer of STRAUSS. "We want to bring workwear that stands up to the same standards tradies set for themselves every day. It has to perform, hold up and feel right on the job." 

BIG AFL PLAY

STRAUSS is also stepping into Australia through one of the country's most powerful cultural platforms, the Australian Football League. Beginning in 2027, STRAUSS and its iconic ostrich logo will appear in stadiums across the country as the AFL and AFLW’s first-ever Official Workwear Partner. The partnership is designed to connect the brand with Australian tradie culture through the shared belief that exceptional performance is built through preparation, teamwork and the people behind the scenes who make everything possible. 

AFL Executive General Manager Customer, Commercial and Technology Bec Haagsma said: "Australian Rules Football has deep connections in communities across the country, and we're delighted to welcome STRAUSS as the AFL and AFLW's Official Workwear Partner.The values that drive success in football are dedication, persistence, reliability, preparation and teamwork. These same values underpin workplaces and communities across Australia. We’re excited for Australians to experience STRAUSS and celebrate the millions of people who bring that same commitment and determination to their work every day.”

THINK LOCAL, GROW GLOBAL 

The move into Australia builds on STRAUSS' growing international momentum. In Europe, the company continues to expand its reach through retail partnerships, including its cooperation with BAUHAUS. In the United States, STRAUSS is strengthening its presence through partnerships with leading home improvement, trade specialty and outdoor retail stores. STRAUSS will follow that same playbook in Australia and is currently building distribution through key specialist retailers and DIY chains.

 Supporting this growth is e.s.line.core, an international workwear concept developed for wholesale channels. The range carries the brand's workwear expertise and functional design into locally relevant product assortments for B2B customers. Each country collection is built to regional standards, climate conditions, jobsite requirements, colour preferences and fit expectations. For Australia, STRAUSS is creating e.s.line.oceanz, a range tailored to warm weather conditions. The collection includes lightweight stretch ripstop fabrics, metal free trims, certified UV protection and built in cooling features such as ventilation panels. The product offer will also include safety footwear designed for long days on uneven terrain, with a focus on cushioning, grip and fit. STRAUSS is also one of the leading global partners of the BOA® Fit System in safety footwear and received the 2025 BOA® Pioneer Award. 

FIRST UP: SOCIAL AND WEB

The brand today launched first Australian touchpoints online and on Instagram, offering an early introduction to what’s coming soon!

ABOUT STRAUSS

STRAUSS is a global leader in performance workwear, safety footwear, protective equipment and jobsite accessories. Founded in 1948 near Frankfurt, Germany, the family-owned business is currently led by brothers Henning and Steffen Strauss, the third generation of the Strauss family. Employing around 1,800 people and generating annual revenues of €1.4 billion, the company manages every stage of its brand and product journey in house. Built on decades of product expertise, German engineering and close customer understanding, STRAUSS develops products focused on functionality, durability, comfort and innovation for professionals across trades, industries and other demanding work environments.

From its origins as a regional family business, the group of companies has evolved into an international brand active across Europe, the United States and Australia, supported by wholesale, retail, franchise and licensing initiatives. Its iconic ostrich logo reflects the family name—Strauss means ostrich in German—has become a distinctive symbol of pride and identity for skilled tradespeople worldwide. The brand’s global footprint is further strengthened by selected partnerships across sports and entertainment, including Major League Baseball, Liverpool FC, the UEFA Europa League and UEFA Conference League, Nintendo’s Super Mario and the Country Music Association. For more, visit STRAUSS.com