Why people are cutting off branded logos on their clothing
More and more young people see themselves as brands - so won't wear others
FASHIONISTAS are turning away from showing off their branded clothes, and are now using scalpels, irons, seam rippers and nail polish remover to get rid of the tacky logos from their clothing.
Max Llich, 47, a consultant from Hampton, New Hampshire spends hours removing every stitch from his logos attached to his shirt, because he likes the quality of the garment, but doesn't want to be a walking billboard.
He told the : "Why would I do someone else's advertising for free?"
Back in the 90's and 2000's - having a logo on a tee-shirt, bag or hat was what everyone wanted. To many, it meant you were cool and had money - but now people are shunning it, for a more subtle approach.
In fact, brand-snubbers are swapping tips on social media and YouTube on how to remove logos on the clothes they buy.
Items such as sunglasses that have writing printed on them, can be easily rubbed off with a dab or two of nail polish remover.
In 2015, a report by Goldman Sachs revealed that millennials prefer clothing without labels or logos and brands are listening to them.
Thanks to social media, more and more young people are turning themselves into a brand. Every picture and recommendation is considered, so why would they want to help out competitors for free?
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Millennials have grown up in a time of the credit crunch, and now austerity, so to some it is deemed tacky to wear your money on your clothing, which is why according to Business Insider, brands like Abercrombie & Fitch and Michael Kors are seriously toning down their heavy branding.
In fact, brands such as Ralph Lauren - for a small up-charge - will tailor your shirt to "bypass the emblem" so you're not wearing your wealth on your chest.
This isn't the only fashion trend taking the internet by storm - we're now contouring rather than piling on the blusher and are obsessed with kitten heels thanks to our new prime minister.