The Linen Flower
Graceful in form yet resilient by nature, the linen flower is the new emblem of 100% Capri as the brand celebrates its 25th anniversary with the Linen Revolution. Representing the beauty of simplicity alongside strength and resilience, it reflects the brand's philosophy where stunning aesthetics and respect for nature converge in the purity of linen. This symbol is a tribute to the history and values that inspire every linen creation.
A Historic Inspiration: A Tribute to the British Linen Bank
The logo draws inspiration from an iconic and timeless emblem: the linen flower of the British Linen Bank. This symbol graced the banknotes and crests of this historic institution, which, founded in the 18th century, played a key role in Scotland’s industrial and linen trade development. Even then, linen embodied absolute purity and elegance, inspiring a currency wholly dedicated to the fabric and its market.
A Symbol of Artistic and Cultural Value
This logo bridges past and present, celebrating a tradition of excellence and reliability. Its design is the result of meticulous research, imagination, and historical references. Like a crucible, it blends the solemnity of the British Linen Bank’s emblem, the poetic resilience of Hans Christian Andersen’s tale “The Flax” and a commitment to sustainability that drives all our creations. Crafted like delicate embroidery, this flower visually embodies our dedication to craftsmanship and environmental respect - a perfect harmony with our vision for nature - conscious fashion.
A Renewed Visual Identity for 100% Capri
The launch of the linen flower logo marks a comprehensive transformation of our visual identity, touching every detail of garment presentation and visual merchandising. Registered with the EUIPO (European Union Intellectual Property Office) in February 2024, the logo now defines every customer touchpoint. Every piece is adorned with exclusive tags and intricately jacquard-woven labels, which faithfully replicate the linen flower, elevating it to a signature hallmark.
In our stores, the linen flower comes to life in a setting designed to mirror the values of nature and linen’s elegant simplicity. With a purposeful redesign, each boutique offers an experience that celebrates our philosophy through refined details and natural materials, harmonizing traditional craftsmanship with contemporary design.
A Brand Ready to Innovate and Evolve
The linen flower logo embodies tradition and sustainability while showcasing the brand's ability to adapt, innovate, and embrace challenges. From its EUIPO registration to its integration into labels and retail spaces, every step reflects our commitment to renewal without compromising identity. This continuous pursuit of innovation is the heartbeat of a brand looking ahead with a strong vision, delivering truly sustainable and contemporary fashion to its customers.