Abercrombie & Fitch, Adidas, and Gap are resuscitating a trend that millennials have rejected for years

pulse

February 10, 2018 2:22 PM

Flashy logos are making a comeback.

Flashy logos are back in style.
Designer brands such as Gucci and Calvin Klein have made logos cool again, and customers can't get enough of them.
Piper Jaffray's

Flashy logos are back with a vengeance.

At one time, visible logos were about the biggest faux pas a brand could commit, and now they're back in vogue.

Designer labels such as Gucci and Calvin Klein have made flashy logos cool again, and suddenly customers can't get enough of them. Piper Jaffray's semi-annual survey on teen spending, released Tuesday, highlighted that the logo trend is exploding in popularity among younger consumers who are flocking to shop at logo-heavy brands such as Champion and Tommy Hilfiger.

This trend is being driven by a resurgence of '90s styles, and brands such as Calvin Klein, for example, are relaunching archive collections. In January, its ad campaign featuring the Kardashian-Jenner sisters showed the logo and label name prominently.

Mainstream retailers are following suit. In recent earnings calls, Ralph Lauren, Guess, and Abercrombie & Fitch all highlighted the move towards logos, CNBC reported.

Gap has been doing the same. In January, the company said it would be launching "Archive Reissue – Logo Remix

Take a look at the brands that are cashing in on the logo trend:

Gucci T-shirt, $590.

Buy online here.

Adidas T-shirt at ASOS, $30.

Buy online here.

Gap logo hoodie, $79.95.

Buy online here.

Levi’s Tee at Urban Outfitters, $29.50.

Buy online here.

Fila at Urban Outfitters, $40.

Buy online here.