Zimmerli redefines private luxury

ZIMMERLI, the Swiss house renowned for its finest underwear, nightwear and loungewear, is unveiling a new chapter in its 150-year history. With a refined brand positioning centred on Private Luxury, a contemporary visual identity and a carefully curated expansion of its range, the heritage company is building on its legacy for future generations.

A New Expression of Private Luxury
Founded in 1871 by Pauline Zimmerli, ZIMMERLI has spent more than 150 years establishing itself as a benchmark for uncompromising craftsmanship and quality. With the rebrand, the house moves beyond a purely product-focused identity to position itself as a lifestyle brand defined by timeless elegance and a refined sense of living — designed for day and night. At its heart is a vision of private luxury that is personal rather than performative: pieces crafted for people who value quality in every detail of everyday life.

A Refined Visual Identity
The new direction is reflected in a clean, contemporary visual language. The updated brand appearance is urban and minimal, offering a contemporary interpretation of Swiss precision. The redesigned logo forms the foundation of this new chapter, complemented by a colour palette ranging from Dark Chocolate to Snow White and typography centred around Suisse Intl’.

“With this rebrand, we are bringing our heritage into a contemporary context while preparing the brand for the future,” says CEO Pascal Höhener. “Our aim is to preserve the unmistakable quality and craftsmanship ZIMMERLI is known for, while establishing a clear and modern vision of Private Luxury.”

Swiss Craftsmanship at the Core
ZIMMERLI remains firmly committed to its Swiss roots. Design and sourcing continue to take place entirely in Switzerland, while all the underwear collections are manufactured in the company’s own manufactury in Mendrisio under the “Made in Switzerland” label. For nightwear and loungewear, the brand continues to work with long-standing specialist manufacturing partners across Europe. Only the finest natural materials are selected, then crafted with exceptional attention to detail into garments designed to last.

Targeted Range Expansion with Ready-to-Wear
As part of this new direction, ZIMMERLI is selectively extending its collection beyond underwear and loungewear. Drawing on decades of expertise in exceptional natural fibres, the house introduces its own interpretation of the perfect white T-shirt for men and women. Handmade in Switzerland from rare Sea Island Cotton — widely regarded as the world’s finest cotton — the piece captures the essence of the brand: understated luxury, exceptional craftsmanship and enduring quality.

zimmerli.com