Dutch clothing chain Scotch & Soda is not waiting until the Covid crisis is completely behind us to expand its store network worldwide. The chain is also refreshing its logo and brand identity.
New style
“We are boundlessly optimistic about the future and the next chapter of the brand and the story we want to tell,” says CEO Frederick Lukoff in a press release. The press release elaborates on the restyling of the Scotch & Soda logo, in which the ampersand, in particular, has been given a new appearance.
This restyling will also be reflected in the store concept itself, with a redesigned concept that will be “combined with the brand’s unified commerce integration and omnichannel capabilities”, the press release reads. By the beginning of next year, the revamp should be completed.
But the report doesn’t stop there: 27 new stores (of which 12 are shop-in-shops) will enrich the existing network of 225 stores and 161 shop-in-shops. These new openings are spread across Europe, North America and Asia. A newcomer on the Scotch & Soda world map is Israel. No store openings will take place in Belgium.
Sustainability ambitions
Scotch & Soda is also pushing ahead with its sustainability ambitions in its collections. For the upcoming summer season, 41 per cent of all styles in all lines will meet internal standards for sustainable materials. “These are certified fibres that are organic, recycled, regenerative or renewable from a biological or technical source, such as organic cotton, recycled polyester or Econyl,” explains Scotch & Soda. Except for recycled cotton as it has shorter fibres. The threshold for recycled cotton is 20 per cent. Next summer, at least half of the collection must meet these standards, rising to 70 per cent by 2024.
