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Hip young consumers like anonymous or cryptic brand logos
Don't Miss:Cal's top grad is a teenKey childabuse rulingABC's new showsHartlaub's amazing W's ticket blunder'Most Beautiful Woman' noms49ersRaidersGiantsA'sWarriorsSharksQuakesNFLMLBNBANHLCollegePrepsGolfOutdoorsOtherOn TVTicketsShopVideoMoviesMusic NightlifePerformanceArtEventsBooksTV RadioHoroscopeComicsGamesThings To DoHome GardenStyleOutdoorsSki SnowHealthGreenLGBTHouzzDatingMomsPetsSponsored Contentreported that recently put Prada employees to work cutting out the labels sewn into skiwear she was buying, and the streets of London are full of brandweary Britons wearing New Balance Trainers with the first "N" torn off. Stateside, streetwear designers are tagging their minimalist chic clothes with symbols instead of words, and stores are disguising house brands behind cryptic graphics.
Urban Outfitters, which has a corner on cool with more than 25 alternativeclothing emporiums nationwide, labels housebrand shirts and sweaters with a simple "U" inside a circle. "It signifies Urban Outfitters without being overt," says creative director . "Using symbols on labels is a huge trend. It gives an image to a product that is stronger than words."
The juniorwear chain Rampage tags its privatelabel clothing with sun, moon and star symbols to disguise manufacturer names. "We don't want competitors to know who we are buying from, and these symbols are a cool way to label the clothes," says marketing director .
Plenty of kids are still going for the name brands, however. Abercrombie Fitch did more than $815 million in sales last year in Tshirts, sweats and shorts emblazoned with the Abercrombie name.
"Our target audience is college students, who are often susceptible to peer pressure," a representative of Abercrombie Fitch says. "They all want to be the same. . . . Lucky for us, having an Abercrombie Fitch Tshirt on a 22yearold is a walking advertisement."
But Urban Outfitters' Otto insists that her company's customer is different. "Sometimes buying a brand validates a customer's purchase. But that's not our customer."
With advertisers competing for attention on everything from billboards to fruit, ours has become a graphically sophisticated culture.
Graphics and symbols are more accessible because of computer technology, which is the concept behind RGB, a junior line that uses blocks of color on its labels instead of words. The colors red, green and blue are prominently used in computer graphics.
"Kids are getting tired of seeing Tommy and North Face printed on everything. It's graphics that are exciting at least for cooler kids," explains designercreator , 25.
Illig, a technoutilitarian line in New York, uses the Chinese character meaning "hole" as a logo. "We still have a tag on our clothing, but on a more insightful level. It's more exclusive than Armani or Nike," says sales manager . "The next generation is not into being obvious. They are smarter, more savvy. They don't want to be forcefed."
Other clothing companies use cryptic labels to create intrigue. Three Dots sportswear is labeled with three heattransferred dots, and Tshirts from Velvet have strips of velvet sewn inside instead of labels. "There is a lot of competition in the Tshirt business. We figured if our label didn't have a name, people would be more curious," says ,[url=http://nikefree.mobilejeti.com]nike free run[/url], who designs Velvet Tshirts.
"Subtle details like that stick out in people's minds," Alpern says. "The intent is the same as with a Polo horse or a Nike swoosh, but on a more streetwear level."