The new identity is based on simple shapes, inspired by the ubiquity of washing instruction labels inside the garments. A universal language that you will find in every existing clothing piece that gives us instructions for its care. The logo is carefully constructed to create easy distinction while maintaining perfect legibility at any size of application. The minimalistic look of the identity celebrates the garments and at the same time establishes a recognizable and edgy brand. All elements are designed with a minimalistic look, adopting the new identity to focus on the uniqueness of the garments they offer.