By  on July 23, 2013

BERLIN — For Swiss underwear company Zimmerli, it’s not back to basics — but forward.

Founded in 1871, the luxury label is being given a new brand identity, which was presented to the trade at Mode City in Paris. The logo, last retouched 40 years ago, has been streamlined, while the core silhouettes for men and women have also been subtly refined and reshaped to better place Zimmerli’s timeless looks in the context of today.

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