If you will, the logo t-shirt is the classy cousin of the slogan t-shirt.

The dubious reputation runs in the family, both somehow need it.

One comes across as overly motivated and funny, the other decadent.

And in this way both show how tense the relationship between fashion and the striking is.

On the one hand, it's about staging yourself with clothing.

On the other hand, the appearance should remain cool, if you please, a bit mysterious and impenetrable for the other person.

Jennifer Wiebking

Editor in the "Life" department of the Frankfurter Allgemeine Sunday newspaper.

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A lot has been written about slogan T-shirts in recent years: "We should all be feminists" (Dior), "Coolest monkey in the jungle" (H&M), "I have Corona.

Do you have limes?” (Spreadshirt).

It was rarely possible to put a period after that, but rather an exclamation mark, and then the interpretations, discussions or, as in the case of H&M, in the worst case a shitstorm.

On the other hand, a T-shirt with a simple brand emblem can be brought onto the market with almost no problems from the manufacturer's point of view.

The costs and suspected collateral damage are relatively low, sales are quite high, measured by the impression in the cityscape.

When it gets warmer again soon and the thick down jackets fall, when people no longer have to be the Michelin Man, then the logo T-shirts will appear again alongside large tattoos and Birkenstock sandals.

Why?

Because an APC or a Christian Dior Atelier written in cursive on our chest, like our model wears in the studio in Frankfurt, makes us look a bit Parisian even there?

As if we were supposed to meet up for a glass of red wine in Saint-Germain-des-Prés?

Because a Celine with rhinestones or a Karl with a colorful pattern are proof that we know what's up when it comes to style?

Because even a straightforward Armani Exchange or a classic Polo Ralph Lauren in green lettering on a pink background or a Stone Island with a compass not only reveals something about the respective brand philosophy, but in the end also about us?

With a single logo you can say a lot right away.

In any case, it's more than a whole saying.