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People are so sick of logos that they tend to slice them from clothes

人們厭倦商標傾向將其從衣服上移除

· 每日跟讀單元 Daily English

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.

1990至2000年代中期,從頭到腳穿著帶有商標的設計師款服飾,是財富與成功的標誌。如今,人們卻用刀摘除商標。

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.

部落客上傳教學資訊,教導如何移除衣服和帽子上的商標縫線,而不留下難看的痕跡,以及如何去除太陽眼鏡的商標,而不把它弄得髒兮兮。

In 2015, a report by Goldman Sachs revealed that millennials prefer clothing without logos.

高盛集團2015年的報告指出,千禧世代更喜歡沒有商標的衣服。

In response to the trend, fashion houses have toned down their logos. Abercrombie & Fitch have banned the "A&F" on sweatshirts and hoodies once ubiquitous in schools in the US.

時尚品牌為了回應這股趨勢,開始降低其商標的存在感。美國休閒服裝品牌Abercrombie & Fitch的商標「A&F」,一度在校園中隨處可見,但現在被禁止出現在運動衫或連帽衫上。

Max Ilich, a 47-year-old consultant from New Hampshire in the US, is among the fashion-conscious who are de-logoing their clothing. “Why would I do someone else’s advertising for free?” Mr. Ilich said.

美國新罕布夏州一名47歲顧問伊利奇,正是藉由「摘除商標」展現時尚品味的族群一員。他說:「為什麼我要免費幫其他人打廣告?」

Source article: http://iservice.ltn.com.tw/Service/english/english.php?engno=1103237&day=2017-05-18

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