The concept represents the SM letters combined with a needle and a thread to show the idea behind the business that mainly produce knitwear of the highest quality, but also tailor-made garments including shirts and trousers.

Since they pay a lot of attention to detail in cashmere and working with the highest quality yarns and fabrics, the logo was needed to show that in a very elegant and clever way so the SM are made from threads that are interconnected in a very balanced and synergic way.