IT’S TIME
TO LOOK
RIGHT

KARL – Building a Fashion Brand with Character

Creating a fashion brand is never just about designing a logo or choosing colors. It is about defining an attitude that customers immediately recognize and want to be part of.

For the past eight years, Razgroup has been a true strategic partner in KARL’s journey. Together, we have helped transform the brand into a leading menswear retailer with three flagship stores in prime locations, while shaping every stage of its evolution—from brand strategy and visual identity to retail design, digital platforms and ongoing marketing communications.

The creative concept, “It’s Time to Look Right,” became much more than a campaign headline. It expressed the brand promise: helping every customer feel confident by choosing the right style for every occasion. This message has guided the brand across every customer touchpoint, creating a consistent and recognizable experience.

Today, KARL stands as a strong, cohesive fashion brand with a distinctive personality and a clear market presence. More importantly, it demonstrates the long-term value of an ongoing partnership—where branding is not a one-time project, but a continuous process of building, evolving and growing together.