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In Menswear, Big Logos Reign Supreme

Blame it on Supreme. The men’s fashion brand, infamous for its red-and-white lettering stamped across everything from its white T-shirts to hats to fur coats is the poster child for a very BIG moment in branding. In fact, its giant label footprint has gone global. From Paris to Milan to New York to Tokyo, men’s fashion brands are swapping subtle, small logos — see: Polo, Lacoste and Nautica — for those that are more akin to a NASCAR hood than a boutique fashion house. Why? Because it’s 1980s swank all over again minus the Hammer pants and shoulder pads.

Supreme 2016
Kenzo 2017
Comme de Garcons 2016
Palace 2016 (left) Balenciaga 2017 (right)
Vetements 2017
Gucci 2017