be the logo® | look brand aw15

No brand. No image. No bullshit. Until recently, we were a brand just like everyone else in the fashion industry. A pretty good brand, too. - And with a really great tagline. In fact, we realized that our customers loved our tagline more than anything else. Be the logo® was a statement that resonated with everyone, because it is so incredibly positive and empowering. Be the logo® was a concept that people felt a strong emotional connection with. Which made perfect sense, when we started thinking about it: You may find it difficult to relate to the Marlboro Man or Ronald McDonald. But you can certainly relate to yourself. So we decided to ditch our brand and replace it with nothing less and nothing more than our customers themselves. Each individual leather jacket will have its own brand– that of its owner. Our logo will represent the owner’s image, values and beliefs. Now that’s a lot of individual brands and images. But they can all be summed up in just one word: You.