Anti-logo? Quit bragging about it.

Gucci Gucci good! If you want! You decide!

I’ve had a long, love-hate relationship with logos. The earliest memories take me back to seventh grade. Where the only good thing about gym class was a chance to wear my light pink/hot pink striped Lacoste with my Lacoste terry cloth shorts and matching wrist bands. Who cared if I couldn’t get a serve over the net!

This logo love only intensified for me — and all the while, my mom trailblazed the strident anti-logo path. Me: Benetton! CB jackets! ESPRIT! Matching my bottoms to the color of the Polo guy! Mom: “Does this come in a non logo version?” “Can the logo be removed?” “Will taking the triangle off leave a hole?” (Through unending diligence, my mom would manage to find the only Prada bags with no triangle. I still have one, a doctor shaped bag, and of course, I love it. But also…)

Flash forward to today. And I realize I have a complicated relationship with logos. For example, I have this Prada men’s bag I love for its shape, and the strap says Prada in what feels like aggressive black lettering, and I either replace the strap or or turn the strap over so the logo doesn’t show. But I love and wear my beat up old LV makeup pouch. And my green Prada slip dress that says “Prada” right across the chest.

Here’s an incident that illuminates how I feel about the whole thing. Amy Smilovic, of Tibi,