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The Changing Value Of A Logo
Courtesy of Palm Heights, Café de Flore, Alex Eagle, & Le Bistrot // Illustration by Kate Walker
Having brand logos from mainstream luxury labels emblazoned across clothing is cooling in popularity, as tastemakers opt for logos that signal something more ethereal — community and experience.
The Fashion Statement: During the 2010s, “logomania” was everywhere — look no further than that one friend with “Gucci” splashed in bold font across their entire outfit. But now, those logos communicate little more than wealth and status… which aren’t the social signifiers they once were. Today, where you made memories — or which community you belong to — is what’s cool.
Between The Stitches: Logomania is getting more niche.
According to The Business of Fashion, when young people wear something with a logo, it’s often from “their favourite local coffee shop, the hotel they visited last summer on vacation, or the local designer they discovered at a shop in their neighbourhood.”
It’s the clothing equivalent of saying, “I went there” or “I did that” — all about memorializing an experience. That’s the entire ethos behind the viral Marty Supreme hoodie.
This kind of fashion spreads more easily than ever now that nearly every non-clothing retailer has its own merch — just look at the popularity of Erewhon or Trader Joe’s totes.
People are also choosing clothes with catchy slogans or phrases from podcasters or influencers they follow — an evolution of the band T-shirt. It’s a Bat-signal for finding your people.
Fit Check: Thomaï Serdari, professor at New York University and director of the school’s luxury and retail MBA program, told BOF that the logo shift is happening because “Gen Z doesn’t want to be told what to like and what to wear. They want to discover.” And Jackie Cooper, chief brand officer at communications firm Edelman, adds that “for Gen Z, it’s not about the brand endorsing them, it’s about them endorsing the logo.”
In other words, clothing has become an extension of their authenticity.
Next Style: The coolest fits may soon look like walking billboards for your local economy — a shift that could drive a surge in demand for local artists and designers.
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Today’s email was written by David Vendrell.
Edited, Polled, & Copy-edited by Kait Cunniff.
Published by Darline Salazar.