LOOPED

How to brand clash the right way

By Nic Hayman, 11 April 2017

What was once a total sin is now a certified style power move, thanks to 2017’s all-out obsession with clashing up sportswear. But it’s not just anything goes. As with any trend, there are some points to follow to really pull it off. (Hint: Swooshes and Trefoils don’t mix.)

Don’t rock rivals

When it comes to pitting two brands against each other, it’s best to make sure they’re happy bedfellows, so veer away from those with a history of beef – Adi Dassler didn’t freeze out his brother just for you to wear Superstars with PUMA joggers. Reebok and adidas go hand-in-hand, however, considering they’re run out of the same building.

Three is the magic number

If you’re finding yourself wondering how far to push it, let this be the end of your fretting. Three logos in one look is the limit – according to our hours of extensive analytics and meticulous research. Not really, just any more and you’re a walking billboard.

Pictures: Vicky Grout

If in doubt, leave it out

Rather than throwing another sportswear piece into the mix, consider clashing styles as well as brands, by throwing on a smarter cover-up, like a trench. Don’t get it twisted, we’re all about the head-to-toe retro athletic aesthetic, but good things come with a little contrast.

Bag it up

Feel free to throw caution to the wind when it comes to luggage. Whether you’re working with 2017’s favourite, the bumbag, or toting a tote, think of it as an added extra to the rest of your logo-heavy look.