Scotch & Soda Brand Refresh Taps Into Its ‘Free-Spirited’ Amsterdam Roots  

Celebratory lifestyle clothes are back at the fashion retailer—but loungewear isn't being tossed out

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Fashion retailer Scotch & Soda aims to bring customers back to its stores with a new brand identity that incorporates the free spirit of its Amsterdam home. 

The high-end clothing seller, which was founded in 1985 and opened its first U.S. locations in 2010, also plans to open 15 new brick-and-mortar stores globally in the next six months, including one in the Seaport district of Boston, and 12 “shops-in-shops.” 

A brand overhaul

Scotch & Soda’s redesign reflects an “ethos of connecting the expected with the unexpected, celebrating the power of self-expression and [the] liberal thinking of Amsterdam,” Stephane Jaspar, Scotch & Soda CMO, told Adweek. 

In addition to expressing free-spiritedness, Scotch & Soda also wanted to underscore the idea of global unity, another hallmark of its Amsterdam roots.

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