為什么越來越多的人嫌棄并剪掉衣服商標(biāo)

There was a time between the 1990s and mid-2000s when dressing head-to-toe in designer clothing emblazoned with logos was a sign of wealth and success. Now, people are using scalpels to slice logos off.

從上世紀(jì)90年代到2005年左右，身穿一套印有品牌標(biāo)志的名牌服裝曾是財(cái)富和成功的象征。如今，人們卻要用刀將衣服的商標(biāo)裁掉。

Online, bloggers are posting tutorials on how to remove the thread stitched into shirts and hats without leaving an unsightly outline or picking off the logo on sunglasses without leaving behind a blurry mess. Writing stamped on in vinyl, meanwhile, is wiped away with nail polish remover, according to the Wall Street Journal.

一些博主在網(wǎng)上發(fā)教程貼教大家如何去掉縫在T恤或帽子上的標(biāo)志且不留下難看的印記，以及不留痕跡地去掉墨鏡上貼的標(biāo)志。此外，據(jù)《華爾街日?qǐng)?bào)》稱，可以用洗甲水擦掉印在乙烯塑料上的文字。

In 2015, a report by Goldman Sachs revealed that millennials prefer clothing without labels or logos. When a person can transform themselves into a "brand" with some well-lit Instagram photos and considered Tweeting, essentially advertising someone else's product on their chest or handbag can become less appealing.

高盛公司2015年的一份報(bào)告顯示，千禧一代更喜歡沒有標(biāo)簽或商標(biāo)的衣服。當(dāng)人們可以通過清晰明亮的Ins照片和精心編寫的推文將自己打造成一個(gè)“品牌”時(shí)，就不會(huì)想在自己的胸前或包袋上為別人的產(chǎn)品打廣告。

In a similar vein, cutting off someone else's identity enables you to create and peddle your own. While allegiances to the quality of a brand's clothing can stick, what the label symbolises - perhaps teens or older shoppers - doesn't always fit the image a person is trying to construct.

同樣的，抹去別人的標(biāo)識(shí)能夠讓你創(chuàng)造和張揚(yáng)自己的個(gè)性。雖然人們可以對(duì)一個(gè)品牌的服裝品質(zhì)保有忠誠度，但是品牌所代表的形象(可能是青少年，也可能是年長(zhǎng)者)并不總是與人們?cè)噲D營(yíng)造的形象相符。

And in the age of austerity, logos have long been regarded as a little gauche. Instead, high quality-clothing, with the neat finishes in beautiful fabrics, speaks for itself.

在經(jīng)濟(jì)緊縮的年代，商標(biāo)一直被認(rèn)為有些拙劣。相反，那些高端服飾靠整齊的做工和精致的面料就足以說明一切。

In response to the move away from obvious branding, fashion houses have toned down their logos. Abercrombie & Fitch have banned the "A&F" on sweatshirts and hoodies once ubiquitous in schools and on college campuses in the US, while bag manufacturers Coach and Michael Kors have changed-up their designs as sales of logo-heaving products ped, Business Insider reported.

由于人們對(duì)明顯的商標(biāo)都敬而遠(yuǎn)之，時(shí)裝設(shè)計(jì)公司開始淡化自己的商標(biāo)。Abercrombie & Fitch的運(yùn)動(dòng)衫和帽衫曾經(jīng)風(fēng)靡美國中學(xué)和大學(xué)校園，該公司已經(jīng)禁止在運(yùn)動(dòng)衫和帽衫上出現(xiàn)“A&F”標(biāo)志。據(jù)《商業(yè)內(nèi)幕》報(bào)道，由于帶有品牌標(biāo)志的產(chǎn)品銷量下滑，包包生產(chǎn)商Coach和Michael Kors已經(jīng)改變了他們的設(shè)計(jì)。

Max Ilich, a 47-year-old consultant from Hampton, New Hampshire in the US, is among the fashion-conscious who are de-logoing their clothing.

47歲的馬克思•伊里奇來自美國新罕布爾州漢普頓，是一名顧問。時(shí)尚的伊里奇會(huì)去掉衣服上的商標(biāo)。

"Why would I do someone else's advertising for free?" Mr. Ilich told the Wall Street Journal.

伊里奇對(duì)《華爾街日?qǐng)?bào)》表示：“我為什么要為別人免費(fèi)做廣告呢?”