STRAUSS is forging the future of the trades in a new tech partnership with Meta.
San Francisco, CA – November 20, 2025 – STRAUSS is living up to its reputation as a trendsetter in the trades and has attracted the attention of Big Tech. The company’s vision for a new line of next-level extended-reality (XR) products for use cases within the skilled trades has led to a new partnership with tech giant and XR pioneer Meta.
“STRAUSS has long been trusted by tradespeople across Europe because we understand their craft and tailor our workwear to their needs,” says STRAUSS CEO Henning Strauss. “This closeness to the customers gives us the best vantage point for understanding the dynamic demands of their jobs and which tools are needed for them to get their jobs done with ease.”
The company’s mission has always been to support skilled tradespeople in maximizing their productivity on the job. “Today’s disruptive XR and AI are just as essential for these professionals as our durable and functional workwear,” Strauss adds.
The company recently established a new department for cutting-edge craftsmanship called STRAUSS NEO WORKS. The department is developing workwearable tools specifically geared for use by tradespeople in their daily work. As part of the effort to turn this high-tech vision into reality, STRAUSS is teaming up with Meta as the XR pioneer’s Partner for XR Craft. The long-term objective of this collaboration is to provide the skilled trades with tools underpinned by Meta’s next-gen XR hardware and software technology. These tools will help workers with daily duties at jobsites and streamline administrative tasks in the back office. In addition, STRAUSS is exploring immersive applications to help tomorrow’s trade workers master complex skills faster and work smarter.
“We believe XR can open new frontiers for the skilled trades,” says Christine Trodella, Vice President of Commercial Sales at Meta. “By partnering with STRAUSS, we’re combining our immersive technology with their trades expertise to build the future of craft.”
STRAUSS will be working to deliver on this vision as a pioneer powering the trades universe through high-tech craftsmanship supported by Meta’s next-gen XR hardware and software technology—with tools, applications, and tailor-made solutions.
ABOUT STRAUSS
Engelbert Strauss, or simply STRAUSS, is one of the world’s leading brands for workwear and utility gear. Its iconic ostrich logo is trusted by tradespeople, builders, farmers, and DIYers across the globe for the brand’s pioneering style of technical workwear that melds performance and function with comfort and design. The family-owned company employs around 1,700 people and generates annual revenues of €1.4 billion. STRAUSS manages its brand in a fully vertical setup—from design and production to marketing, distribution, and the point of sale—on a global scale and is known for its strategic partnerships and collaborations across the sports, media, and entertainment industries. For more, visit STRAUSS.com.
ABOUT META
Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.
MEDIA CONTACT:
Meghan Davis – Engelbert STRAUSS
Email: media@strauss.com