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The Shirt Company unveils ‘bold new brand identity’

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The Shirt Company unveils ‘bold new brand identity’


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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”.

The Shirt Company

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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EU apparel imports slump 15.48% YoY in Jan; Bangladesh hardest hit

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EU apparel imports slump 15.48% YoY in Jan; Bangladesh hardest hit



The European Union’s (EU) apparel imports dropped by 15.48 per cent year on year (YoY) in January this year to €7.03 billion ($8.15 billion), according to data from Eurostat.

This was driven by an 8.36-per cent YoY decline in import volume and a 7.76-per cent YoY decrease in average unit prices.

The EU’s apparel imports fell by 15.48 per cent YoY in January to €7.03 billion, according to Eurostat.
Bangladesh’s apparel exports to the EU fell to €1.43 billion in January—a 25.25-per cent drop in value.
China remained the top exporter of apparel to the EU (€2.22 billion), but still saw a 6.9-per cent decline YoY in value.
India, Pakistan, Vietnam and Cambodia also remained in negative territory.

Bangladesh’s apparel exports to the bloc fell to €1.43 billion in January—a sharp 25.25-per cent drop in value. It saw a 17.49-per cent YoY decrease in the quantity of goods shipped, coupled with a 9.41 per cent drop in the unit price per kilogram.

China remained the top exporter of apparel to the EU (€2.22 billion), but still saw a 6.9-per cent decline YoY in value. Its unit prices dropped by 8.01 per cent YoY, while its export volume grew a bit by 1.21 per cent YoY.

Turkey faced a severe hit with a 29.12-per cent YoY decrease in apparel export value to the EU in the month, totaling €619.98 million.

Other countries like India, Pakistan, Vietnam and Cambodia remained in negative territory, reflecting a broad-based slowdown in the European fashion retail market.

Fibre2Fashion News Desk (DS)



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EU gains meet a harsh reality in India: War, rupee, energy shock

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EU gains meet a harsh reality in India: War, rupee, energy shock




India’s textile outlook is turning structurally complex.
The EU pact targets ~99.5 per cent trade coverage with phased duty relief, while rupee weakness supports exports.
However, crude volatility, >80 per cent import energy dependence, polyester cost inflation and US market softness (≈28 per cent share) are fragmenting performance, reinforcing a shift towards cotton-led, EU-focused exporters.



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Hainan free trade port crosses $11.6 bn trade in 100 days

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Hainan free trade port crosses .6 bn trade in 100 days



Hainan Free Trade Port (FTP) has recorded strong early momentum following the launch of island-wide special customs operations, with total import and export value surpassing ¥80 billion (~$11.6 billion) in the first 100 days, marking a 32.9 per cent year-on-year (YoY) increase.

Official data showed that 186 transactions were completed under the zero-tariff policy, covering goods worth nearly ¥1.7 billion (~$236 million), reflecting a 1.46-fold rise compared to the previous year. The policy also resulted in duty exemptions totalling ¥271 million (~$37.6 million).

The figures were released at a press conference held ahead of the 100-day milestone of the policy’s implementation.

Hainan Free Trade Port recorded trade exceeding ¥80 billion (~$11.6 billion) in its first 100 days of special customs operations, up 32.9 per cent YoY.
A total of 186 zero-tariff transactions were completed, covering goods worth ¥1.7 billion (~$236 million), while duties worth ¥271 million (~$37.6 million) were exempted, reflecting strong early momentum.

Launched on December 18, the island-wide special customs operations aim to facilitate smoother entry of overseas goods, expand the scope of zero-tariff items, and create a more business-friendly trade environment.

Positioned as the world’s largest free trade port by area, Hainan FTP is expected to play a strategic role in advancing China’s trade liberalisation and economic openness.

Fibre2Fashion News Desk (JP)



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