December 6, 2021: Inspired by the journey and triumphs of its founder, menswear brand Ermenegildo Zegna has designed and unveiled a new logo that is quite retro. “Physically and passionately, we are still journeying down the 232 road that Ermenegildo [the founder] built over 110 years ago in the mountains of Northern Italy, Piedmont, which at the time was no more than barren rocks and one man’s unwavering dream for the future,” says the official statement from the company. An international brand, the brand has adopted sustainability and community well-being as its core assets as well. Mr. Zegna built a community around his wool mill and planted the sprawling green Oasi Zegna, a natural territory of 100 km2, on what was once a near lifeless mountainside.
The double-stripe signifier and new Zegna logo were unveiled with a purposeful collection on December 3. The collection acclaims the outdoors and winter sports in a meaningful tribute to the brand’s routes and roots in the Piedmont mountains. The vicuna-coloured signifier will weave through every collection the brand creates. The process of introducing the new Zegna logo to the brand retail network will be completed within 2022.
The rebranding comes close to Zegna’s much-anticipated launch on New York Stock Exchange. While the Zegna family will continue to have control of the newly taken public company, retaining a stake of approximately 62%, the launch was made possible by combining Ermenegildo Zegna with a US special-purpose acquisition company launched by European private equity group Investindustrial and chaired by former UBS CEO Sergio Ermotti. This deal gave Zegna an enterprise value of $3.2 dollars. They expect to raise about $880 million and use the funds to reinforce Zegna’s menswear business, both organically and inorganically.
