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.