ERMENEGILDO ZEGNA REBRANDS AS ZEGNA
BY MICHELLE DALTON TYREE
The luxury menswear brand unveils a new logo and collection
Ermenegildo Zegna, founder of the luxe Italian menswear line that is a wardobe staple for the world’s most discerning men, made his name by boldly taking the road less traveled — quite literally. Over 110 years ago, he built road SP232 (also known as Panoramica Zegna) in an area of the Piedmont mountain region of Northern Italy, which was no more than barren rocks at the time. But it was there that Zegna laid the foundation for his textile manufacturing business, and what was to become one of the most enduring luxury menswear labels.
He famously built a community around his wool mill, and in the ‘90s created the Oasi Zegna park, which even includes a small ski resort. It’s a sprawling, lush oasis of over 38 square miles on what was once a seemingly lifeless mountainside. And it was here that he built his brand around ethical entrepreneurship and an ethos of giving back.
But this holiday season heralds yet a new path for Zegna, as the brand doubles down on its Piedmont region roots by unveiling a new, more contemporary logo along with the launch of a new collection dedicated to the outdoors and winter sports.
The new, vicuna-colored graphic now features Zegna. The logo harkens to the road the company’s founder carved both physically and philosophically through the use of varying lines represented by the brand but its bold, contemporary font is an indication of the eye the company has towards the future.
Our history, our values, our intention are now stitched into the very fabric that bears our name. As Zegna enters an exciting new chapter in our history, we continue along the same road that stretches back more than a century. Together, our road leads us to frontiers in fabric innovation, in corporate leadership and style of life.
ZEGNA OUTDOOR CAPSULE COLLECTION
Zegna’s new emblem debuts in the capsule collection designed and made in collaboration with athletic wear and outdoor gear specialists La Sportiva, Zai, KASK and SIGG, with the goal of expanding the concept of luxury leisurewear to include the essentials for an active lifestyle outside.
In the first installment, the capsule is a modular system that encompasses a complete wardrobe for outdoor winter living, including ski suits and puffers in TechmerinoTM, technical jumpers, trousers and underpinnings, caps and helmets but also skis and water bottles. Stressing Zegna’s commitment to responsibility, the collection features natural and sustainable fabrics.
Zegna and outdoor gear specialist La Sportiva have developed extremely breathable Air-mesh uppers, the running and mountaineering shoes for endurance trails and all types of off-road trails.
With helmet company KASK, Zegna has designed a new customized version of the iconic Piuma-R ski helmet for snow sports enthusiasts who are looking for safety without compromising on aesthetic.
The collab with Zai features an elegant and robust performance ski with excellent turning properties.
Every outdoor sportsman needs hydration, so Zegna partnered with SIGG to redesign the original drinking bottle in a black aluminum version customized with the vicuña-colored signifier.
“Our history, our values, our intention are now stitched into the very fabric that bears our name, according to a company statement. “As Zegna enters an exciting new chapter in our history, we continue along the same road that stretches back more than a century,” “Together, our road leads us to frontiers in fabric innovation, in corporate leadership and style of life. We believe that being catalysts for change and champions of a brighter future together is a path worth taking.”