This started with the Seventh Avenue, shop-and-copy approach that has defined the industry, but no longer works with consumers on a global scale. America created the concept of lifestyle brands—it drove the rise of casualization as early as the 1950s, first through denim, then khakis, and now leggings. But the fashion itself has long been predicate... See more

Another few decades later, in 2024, it’s difficult to even remember the world that came before this. No Logo feels dated in 2024 because it’s a dispatch from the twilight of the (comparatively) unbranded world that has since been overwritten, the logic of branding having escaped its traditional corporate confines, now internalized by subcultures, i... See more

In the old world of broadcast communication that Naomi Klein wrote about, promotion was limited to a few channels, so multinationals with massive advertising budgets had the power to sell a brand monoculture. Now every night, on Twitter, on Instagram, on TikTok, we scroll and see brands smushed up next to real people in the feed. Branding altogethe

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