At a time when popular culture had reached the masses and hip-hop style was becoming mainstream during late ’90s, the likes of Tommy Hilfiger, Levi’s and Nike were heavily branded and recognisable by even the least fashion-educated. Worn by famous athletes, rappers and anyone of prominence – the OG influencers – these were the brands that cashed in big from the backs of celebrities.
Fast forward over a decade later, and with the street style movement more powerful than ever and the rise of social media, brands across the globe have recognised not only the importance of these walking-advertisements, but the power it has to influence and educate consumers.
Along with a slew of modern brands taking on the trend – think Supreme and Palace – old-school fashion houses including Gucci, Prada and Balenciaga are joining the movement. Famously coined “logomania”, everything from t-shirts, caps, bags and even luggage are getting the treatment, and while you might feel baller in your branded threads, its how you wear it that counts.
To avoid looking too OTT, take note on how to wear your favourite brands for a fast-track to street style success.
The classic logo t-shirt
One of the OG ways to sport your favourite brands has always been the logo t-shirt. Easy and obvious, the logo t-shirt – cousin to the band tee – can be paired with literally anything for a daily-uniform and by adding a logo its elevating the look that one step further.
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Olympic medalist and true activist: @GusKenworthy works for visibility and acceptance for the LGBTQIA+ community. #RLPride Today and everyday, Ralph Lauren supports and celebrates #Pride When you shop the Pride graphic tee, 100% of the purchase price is donated to @StonewallFoundation. When you shop the Pride hoodie, hat, tote, and Polo shirt 50% of the purchase price is donated. #WorldPride #LoveIsLove
Some people find wearing head-to-toe monogramming a little jarring. One of the best ways to dip your toe into the pool of logomania is through accessories. To make a lasting impression with your accessories is opting for signature details. Opt for the double-G hardware from Gucci or heritage check from Burberry for recognisable style.
This is where the name “logomania” comes from. Not recommended to execute without supervision, if you’re keen to go all out on the branding, precautions should be made. Firstly, just because its designer, it doesn’t mean the rest of the style rules should go out the window. Match your tones and hues, and if you go full-throttle with one branded piece, keep the rest more subtle.
Polo Ralph Lauren Crest Taffeta Marsh Jacket / $598 AUD SHOP NOW
Nike Air Max 270 React Bauhuas / $220 AUD SHOP NOW
Kappa Textured Logo Trackpants / NOW $154 AUD SHOP NOW
Axel Arigato Woven in Shoulder Bag / $175 AUD SHOP NOW
Sneakers have become more colourful and outrageous in a bid to outshine the rest, and if you’re looking to up your ‘shoefie’ game, logo pairing down bottom is the way to do it. Pair any of your sneakers with a branded crew sock for an easy way to elevate the instagram feed.
Daily Paper Continue Line Socks in White / €10 EUR SHOP NOW
Reebok Classic Club C 85 Sneakers / $130 AUD SHOP NOW
Fendi Brown Stretch Socks / $180 AUD SHOP NOW
Adidas Originals Crazy BYW II Sneakers / NOW $161 AUD SHOP NOW