Re_HasH, the Made in Italy brand recognized among the major players in the denim segment, has chosen to renew its identity through a rebranding operation that starts from logo refresh to new graphic signs, such as embroidery on pockets, buttons and pendants. The strategy behind the logo restyling was entrusted to Domingo Communication, an established omni-channel communications agency and ever-evolving strategic hub founded in Milan in 1999 by Enzo Domingo. The graphic design, signed by Davide Mascioli, a well-known multidisciplinary designer and art director, was built around a natural evolution of the brand identity, activated with the conscious choice to keep alive the fluge with the past and the history of the brand owned by the Caucci family’s FG 1936 company.

The new typeface is rounder, more inclusive, and the graphic sign between the words Re and HasH shifts from an element of separation to an element of union, taking on a new and strong communicative value made up of innovation and digitization that anchors itself to ancient values of the denim tradition, with the mission of having them preserved for the new generations. And so it appears, associated with the new brand, the coordinates of the company: 42.79966°N_13.76719°E, designed to metaphorically emphasize the savoir-faire, the territory, the family and geographically – more specifically – the Group’s laundry, the beating heart of the production process of the unmistakable Re_HasH Denim.

“We could have found no other way to tell the story of our 85th anniversary than through a special stocking,” says Giovanni Marazzini, Sales Manager and third generation, with his brother Michele, at the helm of the Company. “The graphic design created byFerrarese fully renders, in its symbolism, the idea of the path achieved by the Company from its origins to today, and of its continuous striving to improve, to reach the highest levels in terms of production and innovation. And if it is the goal of the two athletes is to reach the top, however, it is clear that they have not yet reached it:we have taken a step forward, but we have not yet reached the goal,” Marazzini concludes.

Re_HasH therefore takes a step forward and leaves room for its natural evolution, exalting the importance of high quality Italian manufacturing and its own history that yesterday as today is marked by courage, experience and a conscious look towards the future.

The new design reestablishes the important role of the product, thanks also to the new color choice that favors a gray scale with a hint of blue, not only to maintain a relationship with the past, but to go along with the brand’s positioning path, which is increasingly oriented toward an attentive, sophisticated and international audience.

The new visual identity, cool and contemporary, projects with immediacy the brand into the future through the perfect synthesis of its pillars that underline the mission of FG 1936 and Re_HasH: “continuing to reinvent, renew and give back value to denim enthusiasts and beyond is always a priority for us,” says CEO Maurizio Caucci and adds, “We have the experience and know-how that allows us to make products of the highest quality, rebranding is an additional tool to give more value to our garments.”

Re_HasH will celebrate its 15th anniversary in Milan during Milan Fashion Week in June 2023 in which the first applications of the new brand will be unveiled through a brand new interactive installation and a special limited edition collaboration with an emerging designer to be announced soon.