Fashion
The Shirt Company unveils ‘bold new brand identity’
Published
October 31, 2025
London-based womenswear specialist The Shirt Company, has rebranded “marking a pivotal moment in the brand’s journey, reflecting its growth from a niche label into a trusted destination”.
It also comes as the brand “focuses on sustainable growth and product innovation”.
At the heart of the rebrand is a new logo designed by London-based creative agency Yulan Creative, led by founder Joanne Jong whose portfolio includes collaborations with luxury and lifestyle brands such as Giorgio Armani and Missoni.
The new identity, which will also appear on new packaging, introduces a “bespoke wordmark and abstract symbol inspired by the letters of the brand’s name – a design that captures the balance of structure and softness intrinsic to The Shirt Company’s ethos,” we’re told.
The rebrand coincides with The Shirt Company’s 15th anniversary (it was founded in 2010 by Donna Middleton), “representing both a celebration of its heritage and a statement of intent for the future”.
Middleton, who is also brand creative director, added: “Following the successful introduction of [our] Shirt Dress and Curve ranges, which helped drive four consecutive years of online growth averaging 22% annually, the brand will continue to evolve its offering while staying true to its founding principles of quality, fit, and timeless appeal.”
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The country imported textile and textile materials worth N 228.83 billion in the first quarter (Q1) this year, N 337.12 billion in Q2 and N 248.32 billion in Q3.
Industry experts blame policy failure, weak execution of credit initiatives, abandonment of promised institutional reforms, pervasive corruption and structural bottlenecks like weak cotton farming, insecurity and the inability to scale locally-produced polyester for the decline, according to Nigerian media reports.
Nigeria’s textile imports rose to N 814.27 billion in January-September 2025—a 47.43-per cent YoY rise despite repeated government claims of the sector’s revival.
Rising imports indicate a weak domestic textile industry.
Industry experts blame policy failure, weak execution of credit initiatives, abandonment of promised institutional reforms, pervasive corruption and structural bottlenecks for the fall.
Hamma Kwajaffa, director general of the Nigerian Textile Manufacturers Association, lamented that the 10-per cent tax on imported textiles—which was introduced when the ban on textile imports was lifted so that the amount collected can be ploughed into domestic textile production—has not been directed to improve the private textile sector.
Kwajaffa pointed to the failure to create a dedicated textile development fund domiciled with the Bank of Industry.
Conflicting positions among top officials had stalled any action related to the sector and repeated workshops and announcements without execution had yielded no tangible outcome, Kwajaffa added.
Fibre2Fashion News Desk (DS)
Published
December 19, 2025
There’s been quite a few end-of-year updates from shopping centres and all of them are upbeat after a busy 2025.
Sheffield’s Meadowhall is one of them, noting it has been a strong year of exchanges on new leases covering 300,000 sq ft of the destination, 80% retail and 20% hospitality, including renewals from 19 tenants.
It said visitor numbers “have also remained consistently high”, headlined by its busiest Black Friday weekend in six years (262,981 visitors across the three days), while October’s school half-term was also the strongest in six years (457,000 visitors representing a 9.7% year-on-year increase).
Meanwhile, commercial brand activations continued to “perform effectively” throughout 2025, including standout initiatives from Trinny London and Jo Malone.
And, of course, new openings and expansions are the lifeblood of any centre with Meadowhall announcing fast-expanding novelty retailer Miniso has just joined its roster while fashion lifestyle brand TK Maxx has extended its presence there, “concluding a strong year of leasing activity and retail performance”.
TK Maxx has added an adjacent unit to create a 19,000 sq ft space, complete with a 173-ft fully-glazed frontage on the Upper Level The Gallery, showcasing its mix of branded fashion, beauty, homeware, and accessories.
Miniso, meanwhile, has opened a 1,759 sq ft store on Lower Level High Street, introducing its range of lifestyle, homeware, and technology products, alongside the brand’s character collections.
These additions follow several major openings in 2025, including beauty majors Sephora and Superdrug.
These introductions round off a period in which several tenants have invested significantly in upgrading and expanding their stores. More than £47 million has been spent by brands alone across 2024 and 2025, with more than a third of Meadowhall’s operators undertaking new fitouts and refurbishments in that time.
Looking ahead to 2026, operator British Land said more than 25 brands have already committed, and will be bringing a further £8 million of investment to the centre.
Louisa Holmes, Asset Director at operator British Land, said: “This year’s level of investment, from new arrivals and long-standing tenants, reflects the confidence brands have in Meadowhall as a critical part of their national portfolio. In addition to that, the centre’s success means our brands are effectively competing to bring the best and latest shop fits and concepts here, elevating the experience for our visitors.”
Copyright © 2025 FashionNetwork.com All rights reserved.
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