Over the next six months, it will open in three locations in the Netherlands, two in Germany, one in France, one in the UK and two in Poland, among others, adding to its network of 225 stores and 161 shop-in-shops.

The brand will also add new showrooms and offices in Shanghai and Milan. 

CEO Frederick Lukoff said: “With our new identity, we want to define our evolution, mark a new era of brand expression and storytelling with a renewed ambition for growth whilst still managing the negative effects of the covid-19 pandemic on our current performance. 

“We are relentlessly optimistic about the future and the next chapter of the brand and its story, based on the profound values of unity that drive the unique spirit of Amsterdam.”

For the summer 2021 season, 41% of all styles across all lines meet its ‘responsible materials standard’ -  20% use of ‘responsible material’ by item. It sets these as fibres that are organic, recycled, regenerative or renewable, such as organic cotton, recycled polyester or Econyl.

From the summer 2022 collection onwards, Scotch & Soda will be increasing this to a minimum of 50%, except for recycled cotton, which will remain at a 20% blend to ensure durability.

By early 2024, 70% of styles will be made to these standards.