Everyone has seen the meta-Gucci logo shirt (the one that looks like a fake but actually costs £320) but there are better – and more forward-thinking – ways of engaging with brands. As ‘logomania’ runs wild across the sartorial landscape this season, there’s a few unsung heroes that we’re praying will make a comeback. Read on for affordable logo t-shirts to invest in.
A bastion of American culture in the 1990s, Gap is having a quiet resurgence, having recently introduced many of its famous vintage pieces with their ‘GAP Generation’ campaign. Given that brand association is very much in style at the moment, it feels as if it is only a matter of time before the GAP hoodie and t-shirt are seen on the population at large.
The FCUK t-shirt has actually never gone away, people just seem to have fallen out with the semantically playfully slogan tees. However, at less than £30, the sheer thrill of wearing a t-shirt that insinuates vulgarity while demonstrating wit suddenly seems much better value than a £300 ‘ironic’ designer t-shirt. With the brand French Connection currently experiencing some financial turbulence, why not help support this bastion of ’90s style.
Nike, Addidas, Reebok and Puma have all made major comebacks – if they ever went away – which means we’re hoping for Ellesse to make their big return to city streets this year. The brand is well on its way, having launched an ‘Ellesse Heritage’ line that draws from past collections to offer new versions. And there’s a wealth of material to choose from; founded in 1959, the original logo was created from the initials of Leonardo Servadio, the creator of the brand. In 1975, the half tennis ball was introduced on top of the name where it remains to this day.
Another American brand that is enjoying an exciting resurgence, DKNY has always embodied that mythical hybrid of glamorous working woman – the kind of lady who runs for the bus in tube and grows unfrizzable hair. Luckily, with a little bit of brand association you too can enjoy the cool breeze of success and sophistication wherever you go – though no promises you’ll look as good as Bella Hadid; just be your best self!
Similarly to GAP and Ellesse, Guess has launched its Guess Originals line, paying homage to the best of their archive and making the most of their fashionable reputation in the ’90s. Use this logo to channel the likes of Claudia Schiffer, Drew Barrymore and Paris Hilton (the latter being a personal favourite) and remember a more decadent time.
Thanks to an ongoing collaboration with the super powerhouse that is Gigi Hadid, Tommy Hilfiger has made an energetic comeback to the public sphere. Their resurgence comes at an interesting time, given that the brand plays on romantic ideas around America and American identity. We eagerly await the reinstatement of the bandeau top below, perhaps the only way to make to America truly great again.
Although Calvin Klein as a brand is hardly in need of a comeback, the t-shirts haven’t enjoyed as much of a resurgence as the sports bras and pants. Launched in the late 1960s, Calvin Klein has always been synonymous with sex appeal – a savvy marketing move which has seen the brand roll out a series of controversial advertising campaigns over previous decades – which has made their underwear an easy target to launch rebrands and new campaigns. Now that the #mycalvins hype has died down and Raf Simons has joined the brand as Creative Director, associating with CK via the nonchalance of a t-shirt seems like a smart move for the fashion conscious.
Queen Donetella has never lost her magic touch, but there was something extremely good about Versace in the ’90s. Whether it was the line up of playful models in scrunched up metallic skirts, Claudia Schiffer in jeans and tangerine heels or Christy Turlington with a naked man on her arm, there really was no beating them. As such, we’d recommend paying homage to an iconic brand by wearing their logo across your chest. If you’re feeling flush, purchase a new version for £440, or pick up a vintage version on Etsy.