Ecco is refreshing its brand identity for its 60th anniversary, opening 16 new flagships and bringing former Chloé designer Natacha Ramsay-Levi on board.
The identity of the Danish shoe supplier is to be refreshed in its anniversary year, but this is by no means a complete renovation, Ecco announced on Thursday. In addition to an anniversary campaign, the new brand identity also includes 16 new flagships and a boutique in New York. However, changes are not only occurring in stationary retail, as the brand’s website has also been renewed to be “easier to use, more mobile and more intuitive”.
“Our journey began 60 years ago with the dream of creating original design for everyday life,” said Ecco CEO Panos Mytaros. “Today our most important goal is to make Ecco even stronger. We will continue to push the values and products and renew the brand without scaring anyone away, just adding more.”
Also new is the collaboration with the French designer Natacha Ramsay-Levi. The former Chloé designer was part of the brand’s first-ever designer collaboration program and is now coming on board as a creative partner. In the future, a capsule she designed will come onto the market every two years under the name “NRL”.
It starts with a 15-piece collection that will be presented on October 12th at the Frieze London art fair. Afterwards, the NRL capsule will be available in selected Ecco stores and on the brand’s website.