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Comment by Jhsto | Hacker News Reader

I do not think putting the brand on a textile has much relevance. I own designer pieces and they have little visible branding. Sure, engraving sans serif on a button is easier than serif, but if you have watched documentaries like Helvetica, the real reason is likely legibility.

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I believe everything has to do with the fashion overreaction to mobile. I work in the sector, kinda, and everyone is worried about the gen z coming of age and into expendable income territory, since they're not just digital native but also (almost) mobile centric.

They all moving with breakneck speed to make sure all their branding and sales channel fit with the mobile trend, and logo have some unique issues (like not being responsive) that hamper legibility and would make them feel out of place in a responsive-style website

Open for example rimowa site now on mobile and you'll see the logo fit perfectly with the home other components.

The limiting factor as you say is legibility, but not the logo itself, it's the mobile experience that doesn't allow large style permutation on the design language. The logo here becomes slave of that.

Branding textiles either visibly on the outside or on small tags inside is where most of all high fashion textiles derive value. How is that not relevant?

In fact when sold to “last season” liquidators many high fashion labels are cut or removed to indicate loss of value

At least to me, the value proposition is different. I do not buy much avant-garde, so most of my pieces look quite ordinary. The difference to say, H&M jacket, is the durability and materials. I do not think these are exclusive to just designer brands, so basically, designer clothing buys me quality assurance. In my perspective, I could spend the time to find brands which consistently produce good garments, or go to second-hand stores to look for bargains, but that takes too much time. That is, I'd buy a garment from Kering subsidiaries just because Farfetch says it's authentic. But, for me at least, I would be okay for all branding to be stripped away before the garment ships. This is pretty much for safety reasons while I am wearing the cloth.

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