London-based womenswear specialist The Shirt Company, has rebranded “marking a pivotal moment in the brand’s journey, reflecting its growth from a niche label into a trusted destination”.

It also comes as the brand “focuses on sustainable growth and product innovation”.

At the heart of the rebrand is a new logo designed by London-based creative agency Yulan Creative, led by founder Joanne Jong whose portfolio includes collaborations with luxury and lifestyle brands such as Giorgio Armani and Missoni.

The new identity, which will also appear on new packaging, introduces a “bespoke wordmark and abstract symbol inspired by the letters of the brand’s name – a design that captures the balance of structure and softness intrinsic to The Shirt Company’s ethos,” we’re told.

The rebrand coincides with The Shirt Company’s 15th anniversary (it was founded in 2010 by Donna Middleton), “representing both a celebration of its heritage and a statement of intent for the future”.

Middleton, who is also brand creative director, added: “Following the successful introduction of [our] Shirt Dress and Curve ranges, which helped drive four consecutive years of online growth averaging 22% annually, the brand will continue to evolve its offering while staying true to its founding principles of quality, fit, and timeless appeal.”