HESSE, GERMANY (RFD-TV) — Farmers rely on dependable tools every day—whether it is equipment, emerging technology, or even the clothes they wear. STRAUSS, a family-owned company, has built its reputation on engineering high-performance workwear designed for daily farm tasks.
Henning Strauss, CEO of STRAUSS, joined us on Thursday’s Market Day Report to share more about the company’s mission and connection to agriculture.
In his conversation with RFD-TV News, Strauss introduced the company to viewers who may be hearing about it for the first time and explained how it has become a symbol for the farming community in Europe. He also expanded on the company’s motto, “a tool you wear,” discussing what that means in practical, everyday use for farmers.
Strauss detailed the company’s decision to join the U.S. Cotton Trust Protocol and spoke about the factors that drive its commitment to sustainability. He also emphasized how the company’s connection to the farming community remains central to its identity as well as how brands like STRAUSS can support U.S. cotton growers through responsible sourcing and industry engagement.
Looking ahead, he outlined what is next for STRAUSS in the U.S. as the company plans for 2026.
To discover durable workwear that works for farmers, visit: https://us.strauss.com/
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