Following the logo-less times of the early 2000s, hip fashion labels have began boasting over-branded apparel. mastermind WORLD for one, shows off its Spring/Summer 2018 collection in a street culture-inspired editorial that features the company's recognizable mark -- skull and crossbones.
The mastermind WORLD logo is everywhere -- from its minimalist versions on white T-shirts and on the sleeves of cozy hoodies to magnified renditions as full-back shirt patches. Although the silhouettes in the mastermind WORLD's new capsule arise interest with subtly distressed fabrics, playful detailing and occasional plaid patterns, the visual highlight remains on the branded apparel aspect.
By 'marking its territory' with skulls and crossbones, mastermind WORLD is able to construct a small community of loyal followers who can only be identified with authentically branded apparel on monochromatic silhouettes.
Why This Trend Is Growing
- Over-branded Streetwear
- Opportunity for streetwear brands to embrace excessive branding and create a loyal community.
- Minimalist Logo Design
- Potential for brands to explore minimalist versions of their logos for a sleek and recognizable look.
- Branded Apparel Community
- Opportunity for brands to create a sense of exclusivity and loyalty among consumers through branded apparel.
Industries Being Reshaped
- Fashion
- Fashion brands can leverage the trend of over-branding to create distinctive streetwear collections.
- Streetwear
- Streetwear industry can embrace the trend of excessive branding to appeal to a niche community of fashion enthusiasts.
- Apparel
- Opportunity for apparel brands to incorporate bold branding elements and logo designs into their collections.
