U.S. heritage brand Woolrich revealed its brand new logo, as it unveils actor Hero Fiennes as its latest brand ambassador for autumn.
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Set to debut for the autumn 2019 season, Woolrich said that the newly updated logo signals a “complete visual rebranding,” according to a FashionNetwork.com report.
The new logo was designed by Paula Scher of Pentagram, an independent design studio, and reflects the American outdoor clothing brand’s signature red and black buffalo Check.
Woolrich first introduced the iconic plaid in 1850 as a flannel shirt print with its popularity surging as local lumberjacks adopted the bold plaid as workwear in nearby mills.
The new logo uses the red and black buffalo check as a base, matched with sleek lines in a monochrome black and white colour scheme.
In another branding move, Woolrich named Hero Fiennes as its latest campaign face. The ‘After’ actor fronts Woolrich’s Autumn 2019 collection campaign, alongside Australian actress Odessa Young.
The news comes on the back of a series of management and design changes at Woolrich.
In May this year, Woolrich appointed Stefano Saccone as its new CEO, adding that it plans to design collections that appeal to a wider international audience. It recruited Rihanna’s stylist Mel Ottenberg as a consultant to do so.
Earlier in the year, Woolrich also revealed its new focus on Asia, with plans to introduce itself through Chinese social network WeChat, as well as making itself a recognised brand to Chinese communities abroad.
Founded in 1830 by John Rich, the Pennsylvania- based brand is now 70%-controlled
by Luxembourg-based investment firm, L-Gam, and Japanese outdoor group Goldwin, which also owns The North Face in Japan and Korea.
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Woolrich today operates 32 stores and is sold by 1,500 retailers worldwide.