Santa Monica Beach, October 20, 2023 - The skies above Santa Monica Beach lit up with a mesmerizing drone light show on Saturday, October 20, 2023, to celebrate the grand opening of STRAUSS LA in Venice. The drone spectacle, powered by Sky Elements, unfolded against the iconic backdrop of the Santa Monica Pier as Strauss announced the eagerly awaited inauguration of their flagship store, set for October 26th.

Orchestrated by Sky Elements Drone Shows, the event featured an impressive display of 500 drones, leaving onlookers in sheer amazement with their cutting-edge technology and captivating formations.

Engelbert Strauss, Inc. unveiled its boutique shop, STRAUSS LA, in Venice, California on October 26th, 2023. To herald this exciting addition to the Venice neighborhood, STRAUSS LA took to the skies on the evening of October 20th, setting the night ablaze with a spectacular drone show at the renowned Santa Monica Pier. The grand opening is a must-attend event, scheduled from 5:00 to 9:00 pm on October 26th.

At the grand opening of STRAUSS LA, attendees will be treated to a delightful array of German food and drinks, including the obligatory beer. The festivities will feature live music by the Band Otto, live painting by Jules Muck, performances by local Venice DJs, and, of course, a chance to explore the clothing that has made STRAUSS a household name in Europe.

Situated at 1320 Main Street in Venice, STRAUSS LA boasts a 1000 square foot retail space dedicated to showcasing STRAUSS's innovative workwear, gear, and apparel. Shoppers can explore the brand's tailored work pants and shorts, work shoes, jackets, as well as a range of hats, tees, and accessories.

STRAUSS, a third-generation family business located in Biebergemünd, Germany, is widely recognized across Europe for its iconic ostrich logo (Strauss means ostrich in German) and is one of Europe's premier workwear manufacturers. Engelbert Strauss, Inc. is now bringing the spirit of STRAUSS to the United States. "You learn more off campus than you do on campus," noted Henning Strauss about his days as a student. "The brand, as we know it today, was born then." STRAUSS LA is more than just a store; it's a homecoming. Engelbert Strauss, Inc. was founded as an independent US business.

The journey of STRAUSS to LA is a compelling tale. While the company has deep-rooted German origins, its progressive perspective was significantly shaped in Los Angeles. This transformation began with Henning Strauss, now President of Engelbert Strauss, Inc., who attended university in Malibu during the '90s.

ENGELBERT STRAUSS, a German family business, has been designing and manufacturing durable, technical workwear since 1948. The brand's iconic red ostrich emblem has become a symbol of Europe's creative class.

The STRAUSS story today is closely entwined with Los Angeles. It all began in the early '90s when Henning STRAUSS, now the President of Engelbert Strauss, Inc., ventured to Malibu for his university education. The Southern California spirit had a profound impact on his life, redirecting the course of his journey. Despite growing up outside of Frankfurt, his fondest memories revolve around the streets of Venice, where he engaged with artists and creatives.

Today, Henning and his brother Steffen run independent STRAUSS businesses across Europe, representing the third generation of leadership in the family business. Taking the helm of a family legacy is a privilege, but it can also be a weighty responsibility. Here, the California spirit comes into play, with Henning choosing a path of innovation and evolution, letting each generation forge its own unique course.

In 1948, Engelbert Strauss, Henning's grandfather, started by producing brooms and brushes in a small German village, which proved to be a successful endeavor. Norbert STRAUSS expanded the business into workwear, creating clothing worn by those contributing to the historic German Wirtschaftswunder. Henning and Steffen introduced further innovations by producing clothes that were both sturdy and fashionable, tailored for specific trades and tasks. This transformation turned German customers into European patrons, solidifying STRAUSS's iconic status. And then came the call from the Stuntmen's Association of Motion Pictures, paving the way for the founding of Engelbert Strauss, Inc., an independent US business.

Returning to Los Angeles signifies a new horizon for STRAUSS, offering a fresh perspective and a sense of homecoming. It's a return to roots that, while not necessarily of the STRAUSS brand, certainly reflects the Spirit of STRAUSS.