Jack & Jones, which in its last 18 years, has progressed from a premium denim brand to one of the Europe’s leading producers of menswear, is planning to restart manufacturing denims. The brand recently modernised its logo and includes the ampersand formed by two Js – and communication materials emphasise the four brand values: Masculine, Social, Refresh, Craftsmen. The primary color of the logo is blue. The brand conducted extensive consumer research for reviving its identity. It set up an internal taskforce team consisting of people with different skills and competencies. It also hired an agency to implement its ideas.

Other initiatives that the brand include plus-size collections and collections for boys aged 08-16 years. The latter is known as Jack & Jones Junior. It further plans to develop its business on several parameters in the years to come