xThe Shirt Company, the independent London-based label renowned for redefining modern shirting for women, is proud to announce its rebrand – a fresh visual identity that celebrates 15 years of craftsmanship, evolution, and enduring style.
Founded in 2010 by Donna Middleton, The Shirt Company has built a loyal following for its elevated approach to shirting combining precision tailoring, feminine design, and modern versatility. The rebrand marks a pivotal moment in the brand’s journey, reflecting its growth from a niche label into a trusted destination for women seeking shirts with distinction.
At the heart of the rebrand is a bold new logo designed by London-based creative agency Yulan Creative, led by founder Joanne Jong, whose portfolio includes collaborations with leading luxury and lifestyle brands, such as Giorgio Armani and Missoni. The new identity introduces a bespoke wordmark and abstract symbol inspired by the letters of the brand’s name – a design that captures the balance of structure and softness intrinsic to The Shirt Company’s ethos.
“We’re thrilled to unveil a bold and timeless new identity for The Shirt Company,” says Joanne Jong, Founder of Yulan Creative. “Inspired by the letters of the brand’s name, the abstract design is softly architectural, echoing the balance of structure and femininity found in its signature shirts. The bespoke wordmark complements this with a classic edge, ensuring the brand feels both distinctive and enduring. Collaborating with The Shirt Company’s team was an inspiring and creative process, enabling us to translate their vision, energy, and confidence into a visual identity that feels modern, European, and unmistakably theirs.”
The rebrand coincides with The Shirt Company’s 15th anniversary, representing both a celebration of its heritage and a statement of intent for the future.
“As we mark our 15-year anniversary, this rebrand is both a celebration of our journey and a statement of intent for the future,” says Donna Middleton, founder and creative director of The Shirt Company. “It embodies the confidence and sophistication of the women who wear our designs – modern, feminine, and authentic. Our new identity reflects our ongoing commitment to crafting timeless pieces that empower women and transcend trends.”
The updated visual identity underscores The Shirt Company’s values of expert craftsmanship, sustainability, and design longevity. Reflecting a cleaner, more confident tone, it introduces refined typography, a sophisticated colour palette, and elevated digital touchpoints – from packaging to online experience – designed to resonate with today’s discerning, style-conscious consumer.
Looking ahead, The Shirt Company remains focused on sustainable growth and product innovation. Following the successful introduction of its Shirt Dress and Curve ranges, which helped drive four consecutive years of online growth averaging 22% annually, the brand will continue to evolve its offering while staying true to its founding principles of quality, fit, and timeless appeal.
“Over the past 15 years we have learned the importance of staying true to our vision while remaining agile in a changing market,” adds Middleton. “Listening to our customers has shaped who we are today and this rebrand represents the next chapter of that ongoing dialogue.”
The new brand identity will roll out across all touchpoints from October 2025, including a refreshed logo, redesigned packaging, and an updated website at www.theshirtcompany.com.
