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Barbara Santamaria Published
August 24, 2025
104-year old British brand Hawes & Curtis has launched a new brand identity, website and logo, marking the first major rebrand it rolls out since its birth.
The announcement coincides with the launch of the label’s new ‘Timeless Style Since 1913' campaign for Autumn/Winter 2025, which introduces Hawes & Curtis’ new positioning to customers.
The new identity highlights the brand’s vast heritage as a Jermyn Street shirtmaker and its pursuit to create timeless tailoring that transcends trends with the notion that “style is eternal.”
Founders Ralph Hawes and George Frederick Curtis opened the first Hawes & Curtis store in 1913 in the Piccadilly Arcade, and have ushered many distinguished clients through their doors, including the Duke of Windsor, Lord Mountbatten and Fred Astaire.
The label has expanded significantly over the years and now operates more than 20 stores in the UK and Germany, as well as an online platform.
The new collection is a fresh take on Hawes & Curtis' iconic styles. Simple, timeless and carefully crafted designs are combined with cool sophistication to create classic essentials for today.
The brand’s website has been redesigned with the customer in mind, while Hawes & Curtis' logo has been updated with modern typography.