On Brand

How to wear menswear bold logo clothing

On Brand

Logo-emblazoned menswear is everywhere right now, here's how to wear it

Moti Ankari wears a race-inspired logo tee, $590 by Givenchy

Moti Ankari wears a race-inspired logo tee,
$590 by Givenchy

It's not entirely surprising that we've entered peak logomania as we head into fall 2018. The bold confidence of '90s athleticism has returned and mixed with the showy swagger of the latest limited-edition collaboration. Fashion, we know, is a pendulum and it's time to revise the concept that a splashy designer logo is gaudy and passé. While it used to look like one was trying a bit too hard, today it's considered fun. And often, these big declarations of branding can be a signal of in-the-know cool. A way to declare your allegiance to an up-and-coming brand or your admiration for an old school designer label's new creative director. Sometimes, it's just a graphic trip down memory lane. In any case, it's time to don a little iconography—across your chest, on your back or anywhere you can plaster one.

But first, some ground rules: just like mixing prints and patterns, such visibly recognizable brand signifiers should be worn with care. If you pull on pieces from competing brands (Nike and Adidas, for example) be prepared to have someone school you on why you're committing a cardinal sin. And while you can get away with two bold logos on an outfit, any more than that might make you look like a race car or a walking mall directory. Pay attention to the scale as well. A big, splashy emblem can be cool, just keep any other logos scaled smaller. And finally, remember to think beyond the T-shirt. It's an ideal place for a big print, but there are also so many fresh ways to flex your logos. Herewith, some of the best options at the moment.

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Fila Logo Canvas Tote

Canvas tote,
$30 by Fila

Patagonia Shop Logo Sticker Hat

Shop sticker hat,
$29 by Patagonia

Stussy Logo Cotton Socks

Cotton socks,
$15 by Stüssy

Nike Logo NSW T-Shirt

NSW T-shirt,
$30 by Nike

Y-3 by Yohji Yamamoto Cross-Body Logo Bag

Cross-body bag,
$160 by Y-3 by Yohji Yamamoto

Saturdays NYC Embroidered Logo Hoodie

Embroidered hoodie,
$125 by Saturdays NYC

Alpha Industries NASA Logo Sweatshirt

NASA sweatshirt,
$99 by Alpha Industries

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Off-White Leather Logo Slides

Leather logo slides,
$235 by Off-White

Polo Ralph Lauren Tech Jacket

Tech jacket,
$165 by Polo Ralph Lauren

Bass Brewery logo

FYI: The first logo to be trademarked was the red triangle logo of the Bass Brewery in 1876.

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Helmut Lang Boxy Fit Logo T-Shirt

Boxy fit T-shirt,
$179 by Helmut Lang

Gucci Logo Velvet Track Jacket

Velvet track jacket,
$1,980 by Gucci

Prada Logo Zippered Cardholder

Zippered cardholder,
$380 by Prada

Opening Ceremony Logo Packable Anorak

Packable anorak,
$195 / $78 by Opening Ceremony

Todd Snyder + Champion Sweatshirt

Sweatshirt,
$148 / $79 by Todd Snyder + Champion

Givenchy Intarsia Logo Wool Sweater

Intarsia wool sweater,
$835 by Givenchy

Calvin Klein Jeans Logo Popover Windbreaker

Popover windbreaker,
$205 by Calvin Klein Jeans

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