Budapest-based womenswear brand Aeron, founded by Eszter Áron and part of the Vanguards Group, is redefining itself as a responsible luxury knitwear label, debuting with their pre-fall 2022 collection.

The rebranding will include a new brand identity across all touchpoints, including a new A-shaped logo, as well as new packaging, website, design and creativity direction emphasis, and new pricing points.

The new brand identity will be centered on a new signature'mimosa yellow' color chosen to represent "resilience, sensitivity, and the enlargement of one's life," according to a press statement from the company.

The decision to rebrand as a transparent knitwear label comes as Aeron wants to "double-down" on the knitwear category, which the business claims are its most economically successful. According to the corporation, the branding will also provide "a larger market potential" to use recent technological advancements to satisfy the company's sustainability requirements.

This will be highlighted by Aeron introducing a new sub-line called 'Zero,' which will feature a core assortment of knitted staples created only with zero-waste Wholegarment technology on Shima Seiki machinery. The method generates parts in a unique three-dimensional piece, reducing waste and using less energy than traditional systems.

The 'Zero' collection will be available year-round, with a lower price point and a wider size range, with all pieces spanning from XXS to XXL. Knitted bralettes, body-con dresses, and flared pants made from an Ecovero Viscose-blend yarn will be among the highlights. The items will be offered year-round in creme and black, with additional seasonal colors and designs being introduced "as the company evolves."

'Zero' will be a "seamless add-on" to Aeron's seasonal knitted and woven designs, helping to "build up the cornerstone of the modern woman's wardrobe." The main Aeron collection will also benefit from new house signatures, such as the A-motif, which will appear on hardware, fastenings, and patterns.

The brand explains that while Aeron's seasonal and Zero collections are obviously unique in pricing, positioning, and selection, both act as two parts of one brand that come together in the brand's lookbooks, marketing, and on the shop floor.

With the introduction of the 'Zero' line, as well as revised sourcing practices and a fine-tuned design process as part of the rebrand, Aeron will have achieved 75% of its garments made from natural materials and 63% of certified sustainable pieces for the autumn/winter 2022 collection.

Aeron also mentions that it has joined a Carbon Footprint Assessment study to base its business strategy on better-defined outcomes, to further its commitment to sustainability and that it is participating in a local regenerative pilot project aimed at restoring biodiversity via regeneration as its first step toward CO2 offsetting.