Danish menswear brand Jack&Jones, one of Myer's top sellers in the youth category, has undergone a rebrand.

The brand is currently stocked in 47 Myer shop-in-shops as well as The Iconic.

As part of its brand overhaul, Jack&Jones has also increased sizing and age demographics to cater to all customers.

Founded as a denim staple in 1990, the move will see it take on a new logo, new use of colours and fonts, as well as a focus on its brotherhood message.

These will centre on four core brand values: Masculine, Social, Refresh, Craftsmen.

Brand director Peter Kristiansen said this marks a new direction for the label.

“The new visual identity brings strenght and simplicity to the appearance of our brand, extending a cohesive look and voice of Jack&Jones.

"This is the next step for us.

"We wanted to focus on our denim roots, and by amplifying our company culture, our brand values and our core busienss through our new visual identity we’ve done just that."

Several other actions have already been initiated during the past months to cater for a broader audience, Jack&Jones' Anders Gam added.

“Recently we expanded our product portfolio with plus size collections and collections for younger consumers aged 8-16.

"By widening our size specs we’re able to cater for a wider audience and create lifetime consumers."

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