December marks the dawn of a new era for luxury menswear brand Ermenegildo Zegna as the company will be rebranded. The brand will adopt a singular name, Zegna and its logo gets updated to a more modern font. According to Zegna, the change in branding “celebrates our family heritage while looking forward with an ownable and tightly defined aesthetic and attitude”. The Italian brand, for more than a century, has been following its own defined path and its connection to the road is remains unchanged.
From the initial road that its founder Ermenegildo Zegna built over a century ago, where he established the company in Northern Italy, now the company has expanded its footprint across the Atlantic Ocean to New York. The company is expected to complete its IPO this month on the New York Stock Exchange, and this is only the beginning of a new chapter in the history of Zegna. For the brand, the journey is more important than the destination.
From the time of its founder to the current third generation now led by Gildo Zegna, the focus has always been on building a community around the company’s wool mill. The founder “built a new kind of ethical entrepreneurship and an ethos of giving back”, which was uncommon back then and is now a guiding principle of Zegna and also widely practised by other brands.
Come December 3, the brand will unveil the double-stripe signifier and the new Zegna logo with a collection that will pay homage to the brand’s roots in the Piedmont mountains. It will feature pieces designed for the outdoors and winter sports. A common trait of the upcoming collection is the vicuna-coloured signifier that will work its way across the pieces in the form of graphic representations. The new Zegna logo will be the sign of the brand retail network to be completed by 2022.
“As Zegna enters an exciting new chapter in our history, we continue along the same road that stretches back more than a century,” said the brand in an announcement to the press.
“Together, our road leads us to frontiers in fabric innovation, in corporate leadership and style of life.”
“Let’s be catalysts for change and champions of a brighter future together. It is a path worth taking.”