H.I.S new campaign
H.I.S new campaign

20 Dec. 2012

H.I.S to Re-launch Brand

To celebrate their 90 year anniversary, denim brand H.I.S are to undergo a complete brand re-launch. H.I.S was founded by Henry I. Siegel in New York City in 1923, and the brands roots in New York City are to feature heavily in the new brand identity, campaign and collection.

New Logo
New Logo
CEO of House of Brands, the family brand of H.I.S, Jan Erik van Dijk, comments “At H.I.S we don’t have to invent a history, because we are having one! It is obvious to us that we focus on this heritage. New York and H.I.S – just belong together.” Allusions to the architecture of New York City, the use of typefaces from subways and street pictures or quotations pertaining to cultural events concerning New York will characterize the re-launch. The atmosphere of New York City will be reflected in the whole brand appearance; in the logo, on the website, in the visual language of the campaign, in the rebuilt showroom, as well as in the products themselves, which are to be receive pertinent titles such as “Marilyn” and “Madison”, furthermore, buttons are to assume the appearance of subway coins, and hangtags, imprints and labels will be inspired by skyscrapers.

H.I.S will showcase 2 main collections, and 2 between- season collections, in 2013. The main collection for spring/summer 2013 will consist of 180 styles, and will concentrate on colour. The fall/winter collection has 110 products for womenswear and 76 products for menswear, and will focus on dark denims, cord and prints. Licensed products such as leather jackets, shoes, belts, bags, perfume, lingerie and bed linen complete the H.I.S assortment.
Hannah Franziska Krautwald

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