Meet Strellson

This men's fashion brand - founded in Switzerland in 1984 by Uwe and Jochen Holy, grandsons of the Hugo Boss founder and the men responsible for its iconic success - will make its South African debut in March.

Strellson will open flagship stores simultaneously in Berlin and Johannesburg on March 13. High-end fashion with a realistic price tag is what local trendsetters can expect from the Nelson Mandela Square store. Behind the South African launch are Thane and Alexander, whose reputations have been set by the success enjoyed by 69 Belmont, their Sandton outlet that carries labels such as Karl Lagerfeld's First Line and Rene Lezard, as well as being an incubator for Strellson.

"This is a collection that every man can wear, combine and enjoy," says Thane. "I believe strongly that the South African male is ready, able and comfortable enough to play on the international field."

The brand is a buzzword for fashion aficionados in Europe, who have come to expect quality and style for all occasions from the fashion and lifestyle label. Available in over 40 countries worldwide, it is the chosen attire of the Real Madrid team, former home of football glamour boy David Beckham. The line ranges from casual wear with confident styling to expertly cut suits in exclusive Italian fabrics.

The label is designed for Alpha males, self-assured, sporty and adventurous. Say the folks at 69 Belmont, "It symbolises fashion trends for a global and international generation – tomorrow's top people."

Don't expect a quiet entry to the market, however… Its entrance will be bold and big, giving life to the phrase, 'Start as you mean to continue'. Apart from a celeb-studded launch, it is aligning itself with celebrities including Mafikizolo, Danny K, Will Smith and Peter Gabriel, all 46664 ambassadors, by holding a charity auction to raise funds for the high-profile HIV/Aids campaign.

Says Chantal Cuddumbey, 46664's Communications and PR manager, "46664 is delighted to be chosen as the brand's preferred charity. Our HIV AIDS campaign uses lifestyle platforms such as fashion to engage young adults on the issue of HIV and to create awareness about the disease."

The auction will be the highlight of the Strellson SA launch after-party to be held at the glitzy FTV Lounge in the Michaelangelo Tower in Sandton and one of the top items to be put under the hammer will be a shirt signed by soccer giant Zinedane Zidane.