| Having a name emblazoned across your chest was a rite of passage in the 90's. We explore why the logo has made a come back and what it's evolving into.
Logo's in fashion have always been big business, in the 80's & 90's if you didn't have a logo emblazoned somewhere on your person then you were clearly from a different planet.
But then fashion fell out of love with the logo. For decades it was seen as tacky by most, being branded by a brand? NO THANK YOU. But like all things, fashion is cylindrical.
2016 has seen the return of the logo, from Nike to Moschino everyone is reinstating and revamping their logo, making sure you damn well know who you are wearing. Some brands have taken it further, when Gucci spray painted 'real' onto their bags it was not only a tongue in cheek dig at knock offs everywhere, it embodied the punk diy culture.
With stylists everywhere scrambling for vintage sweatshirts and selfridges launching a tshirt only shop dedicated to logo based streetwear brands this can't be classed as a passing fad. Womenswear buying manager at selfridges - Heather Gramston - described the recent resurgence in branded clothing a movement not a moment.
With a firm nod to 80's punk & 90's street wear designers are taking inspiration straight from the street and it hasn't stopped there, the evolution is going past mere brand logos; jackets spray painted with slogans at the Rebecca Minkoff show, slogan tshirts on every street style star, Vetements releasing THAT DHL tshirt, patches emblazoned on every denim jacket on the high street, the logo is evolving, but into what?
All we know is this trend, in all it's branded glory, is here to stay.
Images from WGSN
Originally published on 01 Nov 16