AERON, the Budapest-based womenswear brand founded by Eszter Áron, is to reposition itself as a responsible luxury knitwear label. Following a strategic realignment, AERON will relaunch on 11 July with a new identity across all touch-points throughout the brand’s universe, including its logo, packaging, website, design-focus, brand signatures, price point and visuals.

The decision for the brand to double-down on the knitwear category comes as the segment has proven to be the company’s most commercially successful category, along with a wider market opportunity as well as recent developments in technology that have allowed purposeful innovation to meet the company’s sustainability standards.

Moreover, AERON’s relaunch will also see the introduction of a new sub-line titled ZERO — a newly introduced core collection of knitted staples made exclusively with zero-waste WHOLEGARMENT® technology on Shima Seiki machinery. AERON’s year-round ZERO collection will bear a more accessible price-tag, numerical naming and a more inclusive size range with all items ranging from XXS to XXL.