Prominent logos are almost ubiquitous today on clothing items. They have grown increasingly dominant in recent years, overwhelming the design of garments in a way that is both excessive and ostentatious.
In essence, a logo is something positive, as it distinguishes one brand from another. However, in this article, we take a critical stance—not against the existence of logos, but against their overuse as an element that, otherwise, does not contribute to the overall style of the garment.
1. Promoting For Free
It’s no secret that clothing manufacturers understand the value of free promotion by printing their logo as visibly as possible. This strategy dates back to the 1930s in the sports world, when participants in global tournaments or the Olympics were sponsored by certain brands. Today, the strategy has become widespread and serves as an easy way for producers to boost sales. For customers, it’s a way to show loyalty to a brand they (think they) love. T-shirts and sneakers are the favorite items for logo embroidery. Integrating such a T-shirt into a smart casual or casual outfit is a trap any man should avoid.
2. The Sense of Belonging
When large groups wear the same brand, it creates a feeling of belonging to a united community. Of course, this false sense of belonging is not based on any real values and comes at the cost of uniformity in dress. In fact, exploiting human weaknesses runs counter to good practices in any field and should be viewed critically.
3. Guarantee of Quality
Once, displaying a brand signaled quality; today, it has become a mere marketing tool. Admittedly, some brands stand out not through ostentatious logos but through promoting original prints. For example, Burberry’s nova check or Louis Vuitton’s so-called monogrammed damier are instantly recognizable and have gradually entered popular culture.
4. Strident Showing Off
Wearing a visible logo should not be about showing off, but about expressing your own personality. In any case, the rules of classic dress allow—and even encourage—personal expression through a clear set of guidelines. These focus on selecting, tailoring, and combining garments to convey taste, elegance, and refinement. The notion of “taste” is subjective, but principles of geometry and color (which help build the concept of “taste”) are objective and non-negotiable.
In conclusion, free promotion, inducing a sense of belonging, simulating quality, and strident showing off are the levers clothing producers press aggressively to stimulate irrational consumption. In this way, consumers become walking banners, emotionally exploited, and uniformed in their dress.
What do you think: are oversized logos the catastrophe of the stylish man?
