Vienna / Herzogenaurach – March 2026 Ronny Paulusch is launching a new project called “Meatshirts.” It’s not a typical merch shop or casual fan merchandise, but rather a standalone collection with a clear focus on craftsmanship, excursions, and international meat culture.
“Meatshirts isn’t a byproduct. It’s a natural outcome,” says Paulusch. “Anyone who has worked with butchers, meat sommeliers, and international businesses for years realizes that this industry is all about identity. And identity should be visible.”
The designs are inspired by real-world projects, travels, and specialized programs—particularly the international field trips that Paulusch has been organizing and leading for years. They draw on themes from everyday craftsmanship as well as influences from Japan, Spain, and South America. Designed for people who don’t just want to wear a shirt—but want to make a statement.
Production takes place in collaboration with Printline Werbemacher, based in Herzogenaurach. The company previously supported Paulusch during the fan trip to the World Butchers’ Challenge in Paris and regularly supplies his international excursions with T-shirts, caps, and other apparel. This long-standing collaboration has evolved into a trusting partnership characterized by clear professionalism and a handshake-based relationship.
When selecting textiles, the focus was deliberately placed on quality. High-quality, certified materials are used, including organic cotton. Durability, sustainability, and long-term wearability are the top priorities. “When we talk about valuing raw materials, that also applies to textiles. Disposable goods do not align with our understanding of quality,” explains Paulusch.
Meatshirts does not see itself as a short-lived trend, but rather as a long-term project by the industry, for the industry. The online store can be accessed at www.meatshirts.de.
About Ronny Paulusch
Ronny Paulusch is a certified meat sommelier, educational developer, and founder of M.E.A.T. GmbH (Meat · Education · Ambition · Travel). He combines artisanal expertise with educational innovation and an international perspective.
As a graduate of Harvard University’s Higher Education Teaching Certificate program (Derek Bok Center for Teaching and Learning), he applies modern higher education pedagogy to the skilled trades. He was honored with the FH Award in the continuing education category for his innovative educational concepts.
In recent years, Paulusch has established numerous course and field trip formats both in Germany and abroad and is regarded as one of the leading innovators in contemporary teaching methods within the German-speaking butchery trade. With his latest book, *Didactics in the Trades—New Insights from Harvard*, he underscores his commitment to the strategic advancement of education and the trades.