The German's favourite Toy is his automobile. This also holds true to the makers of this label, which in November 2009 focused their special love to the design and "automotive way of life" and founded the clothing trademark "Sourkrauts".

In the beginning, the ironic characterization for a stereotypical name for Germans was to reflect the enthusiasm for "German Engineering". This however, kept evolving over the years and the trademark now represents the slogan "Made for Petrolheads" for all automotive enthusiasts. Sourkrauts has a self irony and a world openness and joins people from all over the world with different cultures through one common denominator - the love for cars.