**NEWS ALERT: CALVIN KLEIN REBRANDS AFTER 55 YEARS, PHASES OUT ICONIC LOGO**

NEWS ALERT: CALVIN KLEIN REBRANDS AFTER 55 YEARS, PHASES OUT ICONIC LOGO

SEPTEMBER 4, 2024 – 9:47 AM ET

NEW YORK – In a corporate announcement earlier this morning, PVH Corp, the parent company of Calvin Klein, confirmed a radical shift in its visual identity, officially retiring the brand’s iconic monogram logo.

What happened?

Calvin Klein will immediately begin phasing out its classic “CK” intertwined logo across all retail and digital platforms. The new identity will feature a minimalist, all-caps sans-serif “CALVIN KLEIN” text, moving away from the universally recognized symbol that has been a staple of fashion and pop culture since 1980.

Who made the announcement?

PVH Corp CEO Stefan Larsson delivered the statement, citing a strategy to “modernize the legacy for Gen Z and Alpha.” The decision follows internal data suggesting that the 43-year-old monogram is perceived by younger demographics as “dated” and associated with early 2000s mall culture.

When will this take effect?

The transition begins immediately with the Fall/Winter 2024 campaign. A total phase-out of the physical monogram is expected in-store and online by Q2 2025. However, a “heritage capsule” collection retaining the original logo will remain available exclusively at flagship locations.

Where is this happening?

The rebrand will be executed globally, affecting all Calvin Klein lines—including mainline, Calvin Klein Jeans, and Calvin Klein Underwear. The first physical stores to feature the new signage will be in New York, Los Angeles, and London, with a full rollout by the end of the fiscal year.

Why is this significant?

Industry analysts note this is the most dramatic reset for the brand since its 1980s boom. While some critics call the move a “betrayal of