SLOGANS & LOGOS
Post-’90s, they were considered tacky. Now, irreverent phrases and brand motifs give casual get-ups a fun twist. Kenny Loh highlights three go-to labels.
REASON CLOTHING
Set up by Philip Bassis and Jonathan Price 10 years ago, this New York-based label debuted here at Leftfoot Entrepot (#01-19/20 The Cathay) last month. While it’s not the only one specialising in parodies of fashion logos, it scores for its humorous spin (think the word “Partier” in Cartier’s signature font) and range. Apart from tees, it also does caps, totes and beanies ($49.90-$149.90).
LPD
What started out in 2012 as New York University graduate Benjamin Fainlight’s personal project is now carried by over 40 international retailers, including luxury stores like Browns in London. His winning formula: tees and sweatshirts (from US$93, or S$118, Net-a-porter.com) printed with the last name and birth year of designers in the style of athletic jerseys – a novel way to declare one’s fashion allegiance. Soon to come: other street wear staples like jeans.
MADE IN HELL-A
A two-year-old Los Angeles label whose witty slogan tees (from $59.90, Leftfoot Entrepot) are sure to be a hit with the style set. Founders Bridgette Bayley, Kelly Gorman and Michael Lopez play on designers’ names to come up with clever phrases like “Don’t be a Haider”. Says Bayley: “Our girl gets the fashion references, but wants to keep it just a little bit LA street.” Expect a full collection that includes hoodies, caps and neoprene tees by year’s end.