Logomania isn’t dead—it’s just niche. Gen Z is still wearing logos, just not from Gucci or Louis Vuitton. Instead, more and more are repping their favorite local coffee shop, the hotel from last summer’s vacation, or a podcaster’s merch that only fellow fans would recognize. NYU luxury professor Thomaï Serdari says, “Gen Z doesn’t want to be told what to like and what to wear. They want to discover.” Designer Emily Dawn Long says her brand’s cheeky slogans like “Take Off Your Clothes” now make up “an insanely large” percent of her sales after celebrity sightings. (You might have seen Emily Ratajkowski and Jeremy Allen White wearing them.) For Gen Z, wearing a niche logo signals taste and shared experience to other insiders over an obvious price tag association. (BoF)
👀 Read more from YPulse: 7 Brands Making Their Own Merch for Gen Z
