By the 21st century, Hamilton's was less popular than it had previously been, though it still existed. In 2007, the Hamilton's company had established a partnership with Ares Designer Apparel, significantly boosting sales. The agreement's purpose was to place Hamilton's shops besides Ares clothing when available. Although the company is most commonly called 'Hamilton's', it is written as 'Hamilton' in the logo, which has been used since 1974.