Remember the ’80s and big flashy-splashy logos? Then the pared-back minimalism of the nineties and noughties, when a shouty brand name was the height of bad taste? Now with THAT Kenzo sweatshirt, it looks like things have come full circle, as Susie Bubble explains in this fascinating feature for Because.

kenzo sweatshirt

When “logomania” – a term coined to emphasise its supposed crassness – was at its height, we also associated the logo with excessive consumerism, tackiness and a lack of taste: the opposite of well-crafted discretion. Its resurgence isn’t just to do with nostalgia. We’re now approaching the logo with a new attitude. Rather than being slaves to a brand, we take ownership. Read more: Because Magazine.