Logos have always carried cultural cachet, but nowhere quite as strongly as within the world of streetwear: a place where swooshes, stripes and box logos reign supreme.
Though far from a recent phenomenon, the streetwear aesthetic has, in recent years, transcended its countercultural roots, rising to the very top of the fashion pyramid. Where high-end once trickled down to the streets, today the most refined of houses are looking outside for inspiration, in turn redefining what constitutes luxury.
Where once a monogrammed leather wallet was among a brand's most covetable wares, today we're often more likely to lust after T-shirts, sweaters and backpacks covered in the same insignias. It's a return to the logo mania of the ’90s, fuelled by the rise of the social media snap, in which quiet luxury will always be beaten by loud, proud branding. Below, we explore three brands who've reworked their heritage in the guise of forward-thinking streetwear.