Logo mania: the revival of conspicuous branding in streetwear (1990–2005)

1. Lo Lifes form around Polo branding

   Jan 1, 1988Labels: Lo Lifes, Polo Ralph, Brooklyn

   • Lo Lifes
   • RL Timeline

2. Dapper Dan’s Harlem boutique closes

   Jan 1, 1992Labels: Dapper Dan, Harlem Boutique

   • New Yorker
   • Vanity Fair

3. Polo Sport debuts with Stadium collection

   Jan 1, 1992Labels: Polo Sport, Ralph Lauren

   • RL Timeline
   • RL Mag

4. FUBU founded with “For Us, By Us” branding

   Jan 1, 1992Labels: FUBU, New York

   • FUBU

5. FUCT’s logo appropriation helps define graphic streetwear

   Jan 1, 1992Labels: FUCT

   • FUCT

6. BAPE begins in Ura-Harajuku with NOWHERE

   Apr 1, 1993Labels: BAPE, NOWHERE, Ura-Harajuku

   • BAPE

7. Snoop Dogg’s SNL Hilfiger moment boosts big logos

   Mar 1, 1994Labels: Snoop Dogg, Tommy Hilfiger

   • Hypebeast
   • Vogue

8. Supreme opens, centering a box logo identity

   Apr 1, 1994Labels: Supreme, Lafayette Street

   • Supreme
   • CNBC

9. Marc Jacobs joins Louis Vuitton, opening doors to logo reinvention

   Jan 7, 1997Labels: Marc Jacobs, Louis Vuitton

   • Vanity Fair
   • fashion at

10. Louis Vuitton launches Sprouse graffiti over the monogram

    Jan 1, 2001Labels: Louis Vuitton, Stephen Sprouse

    • LV 2001
    • Christie s

11. Murakami’s Monogram Multicolore turns logo into pop icon

    Jan 1, 2003Labels: Takashi Murakami, Monogram Multicolore, Louis Vuitton

    • LV 2003
    • Allure

12. Phat Farm is sold, marking peak mainstreaming of logo streetwear

    Jan 1, 2004Labels: Phat Farm, Kellwood

    • Phat Farm