Hipster, artist, DJ and now fashion designer Heron Preston has been on the New York City scene for a few years now, and has recently been credited with starting a trend for wearing clothes emblazoned with multiple logos.

Of course, there are logo designs on many pieces of clothing – the Adidas crown, the Nike tick, French Connection’s FCUK label, and the D&G logo of Dolce and Gabbana to name but a few. But there is rarely more than one logo on an item of clothing.

The idea is simple really. By placing a memorable logo on a shirt, some jeans, or your shoes, and coupling that logo with an expensive price tag and/or a famous designer, the wearer becomes a walking advertisement and the brand becomes associated with a high price and exclusive quality. 

Heron Preston seems to turn that theory on its head. One the one hand, a shirt covered with recognisable logos could be seen to be glorifying them all and bowing down to corporate culture, but actually in branding a shirt with multiple logos, they become more anonymous, as if no single logo is more important than another.

As part of art collective Been Trill, Preston says they “host and DJ parties, design clothes and experiences with our network of friends, hi-jack internet visuals and disrupt the system.” Two fingers up to the fashion industry, or jumping on a bandwagon in an unconventional way? What do you think?

About the Author:

Although her primary niche is in scientific writing and editing, freelance writer Lisa Martin is also a creative type with an eye for design. She regularly works alongside graphic designers and as such has a keen interest in the development of logos and branding.