Haus of Strauss is one of the hardest working marketing engines we have here at Levi Strauss & Co. — and chances are, you’ve never heard of it.
Intentionally kept under the radar — they’re run by invite and appointment only — our Haus of Strauss locations are a haven where talent, creatives and industry leaders can come and experience the best expression of the Levi’s® brand. They’re a space for collaboration, (co-)creation, inspiration and conversation, offering guests across the fashion, music and entertainment industries a place where they can immerse themselves in the Levi’s® brand and discover the latest and greatest from our collections. In turn, we build relationships with these culture-shapers, allowing us to keep a pulse on new and emerging trends — a key part of our strategy for maintaining our position at the center of culture.
“We know that trends begin as ideas and lifestyles on the fringes of culture,” said Temar Biratu, head of Marketing in the U.K. “The Haus allows us to interact with the people who drive culture and shape the fashion trends that become mainstream.”
The first Haus opened its doors almost 20 years ago in Los Angeles, and the network has since gone global, with current locations in L.A., London, Tokyo and Mexico City — each city a cultural epicenter fostering new trends and innovations for the rest of the world to follow. With culture constantly shifting, it’s important that each Haus evolves over time to continue offering the best possible experience for its guests. The most recent example of this can be seen at our Haus of Strauss London.
Ten years after its opening — and two previous locations later — this summer Haus of Strauss London moved to a new (still secret) suite that’s been redesigned with a focus of bringing the best of London’s creative scene to life. Like all locations, the London Haus is focused on building brand hype through product placement, entertainment marketing and cultural programming. VIP guests have their own entrance and see a product selection reflective of a “see now, wear now” mentality, including premium collections and collaborations as part of our gifting strategy designed to amplify the brand and build trusted relationships. What makes the London Haus particularly unique, however, is its connection to the PR Showroom, home to next season’s collection and which hosts appointments with editors and stylists who enter through the HQ to loan our product for editorial shoots.
This strategy has been on full display since reopening, visible through several hosted events this summer. The grand reopening of Haus of Strauss London was appropriately marked by a party with 200+ of our closest industry friends rocking out in their favorite denim looks to Mercury Prize winning Ezra Collective alongside DJs Tiffany Calver and Kim Turnbull. The local team also hosted events for our Levi’s® x McLaren launch and partnered with Headie One and Suki Waterhouse to host their album listening parties.
“Our reputation within the industry as a credible, safe space for creatives is our crown jewel,” explained Stephanie Isaacs, Haus of Strauss and VIP Relations manager. “By curating memorable experiences for all who come in, whether for a personal fitting or to attend our events, we keep building meaningful relationships and maintain our position as a trusted authority among our community.”
Now that London Haus has reopened, the team in Europe is focused on its next big milestone for the Haus network: a brand new location in Paris, set to open later this year. Want to learn more? Watch Unzipped in the coming months for more details.
