Logos are a overpowering fashion trend right now. Everyones repping and flexing, wether it be the new high end Gucci bag release and Hermes bracelets, or street style Supreme boxes and Nike swoops. Even underwear is branded, with Calvin Klein and Pink logos popping out the edges of low slung pants.
We asked two of our fashion editors what their thoughts were on the subject .
Style or Status?
The two Chanel C’s, the two Gucci G’s, the Hermes H, the Louis Vuitton LV…doesn’t everyone want an item with one of these esteemed logos on them? These brands are the pinnacles of the fashion industry, the innovators of style, and the most recognizable indicators of wealth. So it’s only reasonable that our materialistically drawn society puts so much value on these symbols.
It can’t be argued that these brands, with the most recognizable logos, have earned their recognition. Their clothing has pioneered the fashion industry, creating styles, and eliciting inspiration for other countless designers. Yet, their pricey merchandise has created another legacy, one which many value over the brands’ fashion aesthetic. Mogul brands have become indicators of ones position and wealth within society. Their power has manifested itself in the minds of many people, making them believe that they are of higher caliber by wearing these logos. This incentive is the driving force of the booming business of professional knock-off manufacturers found throughout the city where an exact copy of a Birkin can be purchased for a mere price of $800.
This same incentive created the chaotic and violent lines waiting outside numerous H&Ms at last year’s release of Balmain x H&M. The brand-obsessed mentality of many people attests to our growing attachment to consumerism and status. We find it essential to belong: something that is supposedly achieved with these logos.
It can always be argued that many people wear logos because they simply like them, which is perfectly acceptable. Any person desiring to be fashionable has the right to wear what they want. Yet, powerful fashion does not rely on a brand-name or a logo; it relies on a person’s own style, one which is unique to themselves. So wear the logo if it’s part of your style or if you feel deeply attached to it, but don’t become attached to the idea of the logo itself or of its publicized price tag.
Street (wear) Cred
In a world full of new street wear brands and young designers, what actually sets a company apart? Although, good style is undeniably a key element of success, it’s the overall image, the brand is selling, that makes them popular. The clothes are associated with a lifestyle and personality, becoming immediate descriptors of who you are to everyone that checks out your fit.
Although brand loyalty isn’t a new thing, it was the invention of the signature box logo for Supreme New York, that changed the game. Supreme revolutionized marketing, the way street wear heads saw logos and purchase clothing as a whole. Other street wear brands, quickly followed the lead, placing their own logos and names all over their products. This was a dope development for the Fashion industry, but what does it say about consumers? Can a brand still help be a representation of your personal style, when you start buying a shirt for name, not a look?
The Yeezy collection is a good example of this. Kanye’s a dope designer, but I have to admit his collections get most of their hype from the man himself. People are out here buying oversized, plain sweaters for hundreds of dollars, when around the block H&M is selling the same shit for $30 – just without the Yeezy tag on the back.It makes sense for our generation to be like, we grew up watching advertisements and our heroes doing endorsements. But just keep in mind, the rise of the logo is just starting and pretty much everyone is already guilty of supporting it. Maybe next time before you throw on a supreme shirt, or scuff your kicks ask yourself, “if no one knew what this shit was, would I still wear it?”