There was a time between the 1990s and mid-2000s when dressing head-to-toe in designer clothing emblazoned with logos was a sign of wealth and success. Now, people are using scalpels to slice logos off.

Online, bloggers are posting tutorials on how to remove the thread stitched into shirts and hats without leaving an unsightly outline or picking off the logo on sunglasses without leaving behind a blurry mess. Writing stamped on in vinyl, meanwhile, is wiped away with nail polish remover, according to the Wall Street Journal.

In 2015, a report by Goldman Sachs revealed that millennials prefer clothing without labels or logos. When a person can transform themselves into a “brand” with some well-lit Instagram photos and considered Tweeting, essentially advertising someone else’s product on their chest or handbag can become less appealing.

In a similar vein, cutting off someone else’s identity enables you to create and peddle your own. While allegiances to the quality of a brand’s clothing can stick, what the label symbolizes — perhaps teens or older shoppers — doesn’t always fit the image a person is trying to construct.

And in the age of austerity, logos have long been regarded as a little gauche. Instead, high-quality clothing, with the neat finishes in beautiful fabrics, speaks for itself.

In response to the move away from obvious branding, fashion houses have toned down their logos. Abercrombie & Fitch have banned the “A&F” on sweatshirts and hoodies once ubiquitous in schools and on college campuses in the United States, while bag manufacturers Coach and Michael Kors have changed up their designs as sales of logo-heaving products dipped, Business Insider reported.

Max Ilich, a 47-year-old consultant from Hampton, New Hampshire in the United States, is among the fashion-conscious who are de-logoing their clothing.

“Why would I do someone else’s advertising for free?” Ilich told the Wall Street Journal.

从上世纪90年代到2005年左右，身穿一套印有品牌标志的服装曾是财富和成功的象征。如今，人们却要用刀将衣服的商标裁掉。

一些博主在网上发教程贴教大家如何去掉缝在T恤或帽子上的标志且不留下难看的印记，以及不留痕迹地去掉墨镜上贴的标志。此外，据《华尔街日报》称，可以用洗甲水擦掉乙烯印图文字。

高盛公司2015年的一份报告显示，千禧一代更喜欢没有标签或商标的衣服。当人们可以通过清晰明亮的Ins照片和精心编写的推文将自己打造成一个“品牌”时，就不会想在自己的胸前或包袋上为别人的产品打广告。

同样的，抹去别人的标识能够让你创造和张扬自己的个性。虽然人们可以对一个品牌的服装品质保有忠诚度，但是品牌所代表的形象（可能是青少年，也可能是年长者）并不总是与人们试图营造的形象相符。

在崇尚简约年代，商标被认为有些粗

俗。相反，那些高端服饰靠整齐的做工和精致的面料就足以说明一切。

由于人们对明显的商标都敬而远之，时装设计公司开始淡化自己的商标。Abercrombie & Fitch的运动衫和帽衫曾经风靡美国中学和大学校园，该公司已经禁止在运动衫和帽衫上出现“A&F”标志。据《商业内幕》报道，由于带有品牌标志的产品销量下滑，包包生产商Coach和Michael Kors已经改变了他们的设计。

47岁的马克思•伊里奇来自美国新罕布尔州汉普顿，是一名顾问。时尚的伊里奇会去掉衣服上的商标。

伊里奇对《华尔街日报》表示：“我为什么要为别人免费做广告呢？”

(Chinadaily.com.cn)

    Words to Learn 相关词汇

   【装饰】zhuāngshì emblazon inscribe on a surface

    【忠诚】zhōngchéng allegiance loyalty or devotion to some person, group, cause, or the like