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Branded Logo Tees - The New “It Thing”?

Jul 10, 2017
Tamara Szames, Analyst (Canada) ;
Fashion Accessories

Fashion trends are a funny thing. Whether it’s mom jeans or bomber jackets, rompers or Birkenstock’s, you never quite know what the next “in thing” will be.

Well earlier this week as I was on my way to the office I caught a glimpse of something that caught my eye…a young, hip looking guy was sporting trendy jeans and a pair of Stan Smiths with a tee adorned with a large Levi’s logo. The same day on my way home from the office I noticed yet another young gentleman wearing the exact same tee as he peddled his fixie around town. Coincidence? I think not.

Intrigued, I decided to take to social media to see if I could find any more proof of this new “it thing”. As I scrolled through my Instagram feed, I noticed something rather “fresh”, or for those of us that have already lived through it before shall we say “old school”. Right before my eyes I was seeing dozens of posts featuring young, hip girls and guys sporting unisex heritage branded tees with large logos.

Interestingly, it seems NPD data supports my observation. In Canada, within the new millennial category (aged 21-33) branded logo tees grew 3 times faster than basic tees in the first 5 months of the year. And with this segment being the only segment posting growth in the non-active market (year to date), it’s no wonder that brands and retailers are taking action and wanting a piece of the pie.

For example, in honor of Canada 150, Club Monaco launched the #ClubThrowback collection which was a collection of basic tees and sweats featuring their vintage heritage logo, available exclusively and limited to some Canadian Brick and Mortar stores. Another example is the Canadian retailer Simons that has the exclusive for Canada with the 80’s brand Vuarnet, and we cannot forget beloved 90’s brands like Calvin Klein and Tommy Hilfiger that are the natural choice for these branded logo tees. 

It seems that both my observations and the data confirm that Norm Core is in full effect! Now it’s time for me to go out and buy a full-size logo tee to add to my wardrobe.


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