July 13, 2026

OLYMP: a new label concept ensures a consistent brand experience

OLYMP Bezner KG, based in Bietigheim-Bissingen (Ludwigsburg district, Baden-Württemberg, Germany), has been synonymous with outstanding expertise in shirts for 75 years. At the same time, the fashion brand is consistently evolving, creating modern looks for complete outfits that effortlessly blend business and casual styles. As a logical next step, OLYMP has revamped the visual identity of its shirts, jumpers, polo shirts, T-shirts and all other items for autumn 2026. The new label concept creates a consistent brand identity across its entire range, ensuring greater guidance, recognisability and perceived value on the shop floor.

Heiko Ihben, OLYMP Managing Director for Brand, Product & Human Resources, says: “Today, OLYMP stands for more than the shirt, without losing sight of its core product. The ever-stronger fusion of business and casual styles into modern officewear must also be consistently reflected in the product, at the point of sale and throughout the entire brand experience. Our new label concept therefore follows the principle ‘One Look. One Brand.’ It creates clear structures, provides guidance and strengthens recognisability across all relevant brand touchpoints.”

The new label design focuses on a clear, brand-centred style. For all products, the main label sewn into the neckline will henceforth be consistently in an elegant dark blue and, together with the contrasting OLYMP logo, will place its brand colours centre stage. An additional label attached below it provides information on fit and key product features, such as care instructions – for example, whether the garment is non-iron – or special materials such as jersey. The sub-brands that have previously played a prominent role, such as “Luxor”, “Level Five” and “No. Six”, are taking a back seat in favour of a unified brand image, whilst remaining discreetly visible on the additional labels.

Heiko Ihben adds: “The moment a customer picks up a product is crucial for brand perception. That is why we do not view labelling and packaging merely as bearers of information, but as part of a consistent brand experience. Brand marketing, design concept, visual merchandising and product presentation must work together to ensure that OLYMP is immediately recognisable, understandable and clearly categorisable.”

With its new labelling concept, OLYMP is also responding to changing market requirements. Consumers are increasingly looking to brands for guidance, particularly as product ranges expand and classic business styles are combined with casual elements. The new labelling helps customers find their way around the shop floor, during sales conversations and when selecting products quickly. Furthermore, the packaging has also been further developed as part of the emotional shopping experience. The previous packaging sleeve has been done away with, allowing the high-quality fabric to be felt on first touch. New hangtags provide product-specific information on material, care instructions and key product benefits. At the same time, they convey OLYMP’s commitment to responsibility. A clear colour-coding system on the collar tags and in the booklets further assists the visual guidance between the various cuts.

CONTACT: Marc Fritz | +49 7142 592-170 | marc.fritz@olymp.com | www.olymp.com