Strellson
Swiss menswear brand known for tailored clothing, sportswear, outerwear, and accessories.
Last updated August 22, 2026
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Overview
Strellson is a Swiss menswear brand based in Kreuzlingen, in the canton of Thurgau. It was established in 1984 by brothers Uwe Holy and Jochen Holy, who had previously owned Hugo Boss. The founders acquired the coat manufacturer Friedrich Straehl & Co. AG and reorganized it as the basis for the new Strellson business. The first Strellson collection appeared in 1985 and concentrated on suits, sports jackets, and trousers. The brand developed around the combination of traditional European tailoring and more contemporary, commercially accessible menswear. Its assortment expanded from formal clothing into shirts, trousers, coats, jackets, knitwear, casualwear, sportswear, footwear, bags, eyewear, fragrances, and other licensed products. Strellson has generally positioned itself in the upper-middle to premium segment, with a particular emphasis on modern male wardrobes, urban styling, functional details, and Swiss-associated design cues rather than on purely formal tailoring. A significant phase of expansion began in the late 1990s and 2000s. From 1999 through 2012, Strellson held the European licence for Tommy Hilfiger Tailored Clothing. In 2003, the company attracted attention with limited-edition Swiss Cross jackets made from reclaimed military blankets. The same year, Strellson acquired a minority stake in JOOP! GmbH, and in 2004 it took over the German fashion company Windsor GmbH. In 2005, Strellson and Windsor were combined under the Holy Fashion Group, creating a broader fashion-house structure around the Holy family’s brands. JOOP! subsequently obtained full ownership of Strellson AG in 2008. Strellson also pursued a licensing and category-extension strategy. Licences were granted for shoes and bags, eyewear, and fragrances. Its fragrance portfolio included Strellson No. 1, D.STRICT, and LOADED. Collaborations helped the brand communicate a lifestyle identity beyond conventional suiting: projects included artist Mel Ramos’s work for the spring/summer 2009 sportswear collection and limited-edition fixed-gear bicycles created with Italian bicycle manufacturer Bianchi in 2011 and 2012. Retail growth accompanied the product expansion. Strellson opened monobrand stores in cities including Berlin, Bern, Graz, Lille, Moscow, Düsseldorf, Lyon, Toronto, St. Petersburg, Munich, Cologne, Frankfurt, Shanghai, Minsk, Hong Kong, Gdansk, and Mexico City. The company’s international footprint has particularly focused on Europe, while also reaching selected markets in North America, Asia, and Latin America. Strellson has operated both directly branded stores and distribution through retail and licensing partners. The brand became known for combining formal and informal categories under a single menswear identity. Its Swiss Cross sportswear line, introduced in 2005, gave the brand a recognizable sportswear expression, while the core business continued to include suits, jackets, trousers, and other tailored products. Strellson has also used publishing and advertising to reinforce its lifestyle positioning, including the N°1 magazine and campaigns featuring public figures and creative collaborators. Strellson remains associated with the Holy Fashion Group and is presented as one of Switzerland’s major menswear manufacturers. Publicly available reference material identifies Reiner Pichler as a former chief executive and Dr. Marcel Braun as his successor in 2014; a current chief executive is not established by the supplied sources.
History
Strellson originated in 1984 when fashion entrepreneurs Uwe Holy and Jochen Holy acquired the coat manufacturer Friedrich Straehl & Co. AG. The brothers had previously been associated with Hugo Boss and used the acquired business as the foundation for a new Swiss menswear label. The first Strellson collection was released in 1985, comprising suits, sports jackets, and trousers. From the outset, the brand’s proposition combined established tailoring categories with a more contemporary commercial approach. During the 1990s and early 2000s, Strellson developed from a relatively focused clothing label into a broader fashion business. It held the European licence for Tommy Hilfiger Tailored Clothing from 1999 to 2012. In 2003, it introduced limited-edition Swiss Cross jackets made from old military blankets, a product that linked the brand to Swiss national imagery and distinctive material use. That year it also acquired a 33 percent interest in JOOP! GmbH. Strellson expanded its corporate portfolio again in 2004 by taking over Windsor GmbH, a German premium fashion company. In 2005, Strellson and Windsor were combined under the Holy Fashion Group. Strellson also formalized its sportswear identity during this period through the launch of the Swiss Cross sportswear label. The group structure allowed the brand to retain its own menswear identity while benefiting from a wider fashion-company platform. In 2007, licences for Strellson shoes and bags were granted to Müller & Meirer Lederwarenfabrik GmbH. In 2008, Luxess GmbH received a licence for Strellson eyewear. The same year, JOOP! GmbH obtained full ownership of Strellson AG. The brand’s public profile broadened through marketing and product experimentation. In 2008, German politician Cem Özdemir appeared as a model in a Strellson advertising campaign. A hooded jacket incorporating a Swiss Army-style knife also became the subject of British press coverage. Because the knife component raised legal concerns relating to sales to minors in Britain, retailers withdrew the item. The episode illustrated the regulatory complications that can arise when fashion products incorporate functional tools or novelty accessories. Strellson’s retail network expanded substantially from 2008 onward. Monobrand stores opened in Berlin and Bern, followed by locations in Graz, Lille, Moscow, Düsseldorf, Lyon, Toronto, St. Petersburg, and Poland. Further outlets were reported in Munich, Cologne, Frankfurt, Shanghai, Minsk, Hong Kong, Gdansk, and Mexico City during 2013 and 2014. A Düsseldorf flagship store opened in 2011, and Toronto also received a flagship location. Category extension continued through fragrances and lifestyle collaborations. With Mäurer & Wirtz, Strellson launched its first fragrance, Strellson No. 1, in 2010. D.STRICT followed in 2011, while LOADED was introduced as a sportswear fragrance in 2012. The brand also collaborated with Bianchi on the Rolling Style BLACK EDITION fixed-gear bicycle in 2011 and the White Edition in 2012. Artist Mel Ramos created two paintings exclusively for Strellson that were incorporated into the spring/summer 2009 sportswear collection. Strellson used editorial content to support its lifestyle positioning. Its N°1 magazine featured work by recognized photographers and was distributed through newsstands, bookstores, and Strellson stores; the supplied reference identifies a print run of 45,000 in 2007. During Reiner Pichler’s tenure, German business media reportedly recognized the company for double-digit annual growth during the brand’s first decade. Pichler departed in 2014 and was succeeded by Dr. Marcel Braun. Strellson is now associated with the privately held Holy Fashion Group and remains a Swiss menswear brand spanning tailored clothing, sportswear, outerwear, accessories, and licensed lifestyle categories.
- 2014
Chief executive transition
[1]Reiner Pichler leaves the company and Dr. Marcel Braun becomes chief executive.
- 2011
Düsseldorf flagship and Bianchi collaboration
[1]Strellson opens its first flagship store in Düsseldorf and introduces the Rolling Style BLACK EDITION bicycle with Bianchi.
- 2010
First Strellson fragrance
[1]Strellson No. 1 is released with licensing partner Mäurer & Wirtz.
- 2008
Expanded licensing and monobrand retail
[1]Strellson grants an eyewear licence, opens stores in Berlin and Bern, and becomes fully owned by JOOP! GmbH.
- 2005
Swiss Cross sportswear launches
[1]The Swiss Cross sportswear label is introduced, and Strellson and Windsor are placed under Holy Fashion Group.
- 2004
Windsor acquisition
[1]Strellson takes over Windsor GmbH.
- 2003
Swiss Cross jackets and JOOP! investment
[1]Strellson launches military-blanket Swiss Cross jackets and acquires a 33 percent interest in JOOP! GmbH.
- 1999
European Tommy Hilfiger Tailored licence begins
[1]Strellson begins holding the European licence for Tommy Hilfiger Tailored Clothing.
- 1985
First Strellson collection
[1]The first collection launches with suits, sports jackets, and trousers.
- 1984
Strellson is founded
[1]Uwe Holy and Jochen Holy acquire Friedrich Straehl & Co. AG and establish the business that becomes Strellson.
Products and positioning
Upper-middle to premium contemporary menswear combining European tailoring, urban sportswear, functional outerwear, and lifestyle accessories.
Tailoring · 1985
Core tailored menswear
The core Strellson line comprises suits, sports jackets, trousers, and related tailoring pieces. It represents the brand’s original business and anchors its premium contemporary menswear positioning. The offer is designed to cover both conventional business dressing and more relaxed combinations of tailored separates.
Sportswear · 2005
Swiss Cross
Swiss Cross is Strellson’s sportswear expression, introduced in the mid-2000s. The line uses Swiss-inspired visual language and connects the brand’s tailoring heritage with casual jackets, outerwear, and other informal wardrobe pieces. Earlier Swiss Cross products included limited-edition jackets made from old military blankets.
Premium menswear
Strellson Premium
Strellson Premium is a higher-end expression of the brand’s menswear offer, associated with refined tailoring, elevated materials, and a more formal premium presentation. The supplied references also identify D.STRICT as a Strellson Premium fragrance launched in 2011.
Sportswear
Strellson Sportswear
The Strellson Sportswear range extends the brand beyond business clothing into casual and active urban dressing. It was supported by dedicated stores, artistic collaborations, and the Sportswear Edition launched in 2013. Its assortment includes casual jackets, tops, trousers, and lifestyle-oriented outerwear.
Fragrance · 2010
Strellson fragrances
Strellson’s fragrance portfolio was developed through licensing partnerships. Strellson No. 1 was introduced in 2010, followed by D.STRICT in 2011 and the sportswear-oriented LOADED fragrance in 2012. These products extended the brand’s male lifestyle positioning into personal care and scent.
Accessories · 2007
Strellson accessories
Accessories associated with Strellson include shoes, bags, and eyewear supplied through licensing arrangements. The accessories program complements the brand’s apparel offer and allows its tailored and sportswear identity to be carried into complete outfits and lifestyle goods.
Marketing campaigns
- 2012Strellson meets Bianchi White Edition
International
Strellson and Bianchi followed their black fixed-gear bicycle collaboration with a White Edition.
Outcome. The follow-up continued the brands’ lifestyle collaboration and urban mobility theme.
- 2011Rolling Style - BLACK EDITION
International
Strellson collaborated with Bianchi on a black fixed-gear bicycle as a lifestyle product linked to the brand’s urban menswear image.
Outcome. The project broadened Strellson’s marketing and product language beyond apparel.
- 2009Mel Ramos sportswear collaboration
International
Pop Art artist Mel Ramos created two paintings exclusively for Strellson, and the works appeared in the spring/summer 2009 Strellson Sportswear collection.
Outcome. The collaboration reinforced Strellson Sportswear’s association with art and lifestyle culture.
- 2008Cem Özdemir advertising campaign
Germany
German politician Cem Özdemir appeared as a model in a Strellson advertising campaign after being described by Men's Health as one of Germany’s best-dressed politicians.
Outcome. The campaign increased the brand’s public visibility and linked Strellson to contemporary political and cultural style.
Brand decisions
2014
Appoint Dr. Marcel Braun as chief executiveOtherBackground
Reiner Pichler left Strellson after leading a period described by German business media as one of strong growth.
Action taken
Dr. Marcel Braun succeeded Pichler as chief executive.
Aftermath
The leadership transition marked a change in management while the brand continued operating within the Holy Fashion Group.
2011
Develop a lifestyle bicycle with BianchiProduct launchBackground
Strellson was using collaborations to express an urban lifestyle identity beyond clothing.
Action taken
The brand introduced the Rolling Style - BLACK EDITION fixed-gear bicycle with Bianchi.
Aftermath
A White Edition followed in 2012, extending the collaboration.
2010
Enter the fragrance categoryProduct launchBackground
Strellson was extending its apparel identity into complementary male lifestyle categories through licensing.
Action taken
The company released Strellson No. 1 with Mäurer & Wirtz.
Aftermath
Additional fragrances, including D.STRICT and LOADED, followed in 2011 and 2012.
2008
Withdraw knife-equipped hooded jacket in BritainOtherBackground
A Strellson hooded jacket included a Swiss Army-style knife attached by a chain in a pocket, creating concerns under British restrictions on knife sales to minors.
Action taken
Retailers withdrew the product from sale in Britain.
Aftermath
The product became a brief example of the regulatory risks associated with incorporating tools or blades into fashion merchandise.
2005
Launch Swiss Cross sportswearStrategyBackground
The brand was extending beyond traditional tailoring into more casual and lifestyle-oriented menswear.
Action taken
Strellson introduced the Swiss Cross sportswear label.
Aftermath
Swiss Cross became a recognizable sportswear component of the wider Strellson offer.
2004
Take over Windsor GmbHM&ABackground
Strellson sought to broaden its premium apparel portfolio and strengthen its group structure.
Action taken
Strellson acquired Windsor GmbH.
Aftermath
Strellson and Windsor were subsequently brought together under the Holy Fashion Group in 2005.
2003
Acquire a minority stake in JOOP! GmbHM&ABackground
Strellson was expanding its position within the Holy family’s portfolio of fashion brands.
Action taken
The company acquired 33 percent of JOOP! GmbH.
Aftermath
The relationship later developed into full ownership of Strellson AG by JOOP! GmbH in 2008.
Recent events
- 2014
Strellson changes chief executive[1]
Leadership change
Reiner Pichler left the company and Dr. Marcel Braun succeeded him as chief executive.
- 2011
Strellson introduces Bianchi Rolling Style BLACK EDITION[1]
Product launch
In collaboration with Bianchi, Strellson introduced a black fixed-gear bicycle as a lifestyle extension of its menswear identity.
- 2010
Strellson releases fragrances and expands international retail[1]
Product launch
The company launched Strellson No. 1 with licensing partner Mäurer & Wirtz while continuing store expansion in Europe, North America, and Asia.
- 2008
Strellson withdraws hooded jacket containing a Swiss Army-style knife from British retail[1]
Recall · Regulation
A jacket containing a knife attached by a chain drew British press attention. Retailers withdrew the product because sales of knives to minors are illegal in the United Kingdom.
- 2008
Strellson expands its monobrand store network[1]
Other
The brand opened monobrand locations in Berlin and Bern and continued developing a dedicated retail presence.
- 2008
JOOP! GmbH obtains full ownership of Strellson AG[1]
M&A
JOOP! GmbH became the full owner of Strellson AG within the Holy family’s fashion-business structure.
- 2005
Strellson and Windsor placed under Holy Fashion Group[1]
Other
Strellson AG and Windsor GmbH were brought together under the Holy Fashion Group structure.
- 2004
Strellson takes over Windsor GmbH[1]
M&A
The company acquired German fashion brand Windsor GmbH, expanding the group’s presence in premium apparel.
- 2003
Strellson launches limited-edition Swiss Cross jackets made from military blankets[1]
Product launch · Other
The brand introduced a limited edition using old military blankets, bringing Swiss visual symbolism and material reuse into its outerwear offer.
- 2003
Strellson takes a stake in JOOP! GmbH[1]
M&A
Strellson acquired a 33 percent interest in JOOP! GmbH as part of the Holy family’s broader fashion-brand portfolio strategy.
Sources1 sources
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