Iconic Aussie clothing brand French Connection changes its name

The tough financial climate might seem like an odd time to relaunch a famous brand, but its owners believe it will work.

Iconic Aussie fashion brand French Connection is relaunching with a new name, Unison, a salute to its open-minded approach to gendered clothing.

The 51-year-old brand, famous for its ‘fcuk’ logo, will offer the same core staples as French Connection, as well as seasonal updates.

Newly appointed Brandbank Group CEO Peter Halkett described it as an “exciting new chapter”.

“The decision to relaunch as Unison stems from our desire to fully shape our narrative as a unique, vertical, Australian owned fashion brand,” he said.

“This allows us greater opportunity to grow the brand aligned with our own strategic vision.”

French Connection has been part of Australia’s fashion identity for 51 years. Picture: Supplied.

Relaunching the brand during the current economic climate might seem foolish.

However, Halkett, a retail veteran who led outdoors brand Kathmandu during the 2008 Global Financial Crisis, appears confident the move is right.

“Unison embodies a contemporary and forward-thinking brand approach,” he said.

“We aim to provide customers with an elevated shopping experience, both in-store and online. “Our ethos is centred around empowering our customers to express their unique identities.”

Unison will be unveiled across stores and online at www.unisonlabel.com on August 24.