Mi Hub has redesigned the Affinity brand, giving it a completely new look, and has also set up a new state of the art HQ, manufacturing and global distribution centre for it. Mi Hub had acquired Affinity Apparel in October 2020. There is a new logo for Affinity which marks its creative direction and establishes a contemporary, corporate image for it.
Over the last six months, the Affinity team has been working on the brand positioning and have refreshed the look and feel of the elements that will be used in their marketing collateral such as a new website and sales literature. There is a new logo for Affinity which marks its creative direction and will help to establish a contemporary, corporate image for it.Mi Hub has redesigned the Affinity brand, giving it a completely new look, and has also set up a new state of the art HQ, manufacturing and global distribution centre for it. Mi Hub had acquired Affinity Apparel in October 2020. There is a new logo for Affinity which marks its creative direction and establishes a contemporary, corporate image for it.#
The newly designed logo and brand identity encapsulates a sewing needle and thread within the A of Affinity to represent the corporate apparel industry. The primary brand colour is a warm blue that reflects the core characteristics of Affinity: confident, secure, trusted, progressive, calm, successful, responsible and authoritative. The logo is a key part of Affinity’s creative direction and the brand identity will help to establish a contemporary, corporate image that is recognised worldwide.
However, the new logo and brand evolution are just a small part of Affinity’s strategic development plan, as the company has invested over $11.5 million to lease and equip a new 100,000+ sq ft HQ in Jeffersonville, Indiana, which will also see them merge their facilities in Texas and Kentucky into the Jeffersonville location. The new facility has on-site embroidery and alterations with die-cut, heat transfer capabilities, sublimated patches, spot sublimation, digital fusion, and state of the art laser engraving.
The new US headquarters in Indiana hosts an ideal transportation network and is within proximity to UPS World Port at Louisville international and FedEx Main Distribution at Memphis International.
“We are a growing, stable company that is delighted to invest in this state-of-the-art manufacturing and distribution centre,” said senior vice president Gregg Mischner. “As part of the Mi Hub family of brands, this development allows us to expand our global footprint and better service our clients with 2-day ground shipping to 75 per cent of the US population. This new location gives Affinity the opportunity to fully focus on the corporate apparel and PPE marketplace, to become the industry’s leading provider within the mid-market sector in North America.”
Hayley Brooks, managing director UK and US brands said: “This is an exciting time for Mi Hub and the Affinity brand. Our investment in the new global distribution centre and brand marketing support, demonstrates our commitment to solidifying our strength in the marketplace, as a company who specialises in implementing domestic and global full-service, custom apparel programmes for partners, worldwide.”
“As part of our strategic development plan, we will see Affinity go from strength to strength as we continue to invest, innovate, challenge and change; to become the largest US experts in corporate clothing and PPE workwear solutions within the mid-market uniform sector,” Brooks said.
Fibre2Fashion News Desk (SV)
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