Thomas Pink relaunches as Pink Shirtmaker London

By

Barbara Santamaria

Published
Nov 16, 2018

Thomas Pink, the heritage shirtmaker which traces its roots back to 1984, has unveiled a new brand identity and name as part of a major overhaul designed to ensure it remains relevant in the ever-changing retail landscape.

The reboot, unveiled on Thursday, includes a new name for the business: Pink Shirtmaker London, and a revamped logo. There is also a renewed focus on men’s shirts, the item that has been traditionally at the centre of the Thomas Pink brand.

CEO Christopher Zanardi-Landi and new creative director John Ray, who joined Pink last year from another high-end British menswear brand, Dunhill, led the relaunch, which cost the business millions of pounds in losses.

According to the company’s latest financial reports, operating losses sank by over £25 million last year as it prepared for the new strategy to take the brand more upmarket. In addition to stopping bundle offers, the business terminated a number of franchise agreements and reviewed its store portfolio.

The brand’s packaging, labeling and brand imagery have been overhauled to reflect the new identity, which is now aimed at younger men with a selection of more wearable and less stiff shirts. It continues to offer formal shirts in a variety of colours and prints, but now with an intentional vintage touch. And there are several elements added to the design, from a pink gusset added to the sides to reinforce the seam to a P-shaped front hem to ensure the fabric comfortably covers the stomach when sitting.

The brand confirmed via social media that its stores have now reopened with the new collection, which also includes tailored jackets and overcoats, knitwear and trousers. It has flagship stores in London’s Jermyn Street, Madison Avenue, New York and Rue Francois Premier, Paris, as well as locations in Australia, Mexico, India, Ireland and South Africa.