De-branding jeans

Last year I found my favorite sweater, in the Junior League secondhand store in South Eugene. It was striped lime-ish green and blue, with a wee gray stripe too. I jokingly call it my "blog sweater", because, due to pure coincedence, the colors just about match the site’s.

The only trouble with this sweater? It was Abercrombie & Fitch, or so saideth a bright label on the bottom of the left sleeve.

I don’t like Abercrombie. I don’t like their clothes, their obnoxious brand arrogance, and their tendency to come up with some pretty disgusting slogans. I tired long ago of overpriced basic clothing, whose value is derived from some stencils.

But I bought the sweater anyway. It was $10, the money was supporting the local Junior League, and not the brand… and because I have a pocketknife.

Five minutes and a bit of delicate cutting later, the A&F tag was gone. Aberwotsit and who?

I say this because I just did it again, to a pair of Tommy Hilfiger jeans (found for $5.49 in the Goodwill on Coburg Road, dahling). TH is another of these brands that inspires some weird sheep lookalike mentality in a lot of folks. The jeans were comfy and fitting though, and again, I was at least supporting Goodwill (and not paying retail).

Back at home, some quick work with the wee blade on my Swiss Army Knife removed the leather branding tag, and the little red and white logo sewn over the hammer loop on the left leg.

I’m not really one for subversion. I don’t even dislike corporations. I just don’t like those particular ones — and besides, if I’m going to advertise for a company, then they can pay me for it. Unless I decide otherwise.

And now I’m going to go put on my new de-branded jeans — and maybe my sweater too, even though no one will know by looking just what oh-so-fabulous brands they really are.

5 thoughts on “De-branding jeans”

  1. way to go 🙂 I used to do this to each and every item of clothing I owned, and my parents learned long ago to buy me nothing with names splashed all over it. I’m a little less militant now, but I really try not to advertise brands.
    Of course, there is the inevitable fleece jacket with columbia stitched on it. I really wish they wouldn’t do that.

  2. your the one doing the labeling by calling people who shop at abercrombie and such “stuck up” even though.. you bought clothes from there … and now you go through all the trouble to cut the brand names off, really why bother. is it because you don’t want to be called the names that you call people?

  3. Actually, no.
    I’ve never bought clothes from an actual A&F or Tommy Hilfiger store. I’ve found their brand of clothes in second-hand shops, and picked them up for WAY cheaper than retail.
    If you ever see me buying either of these brands, for full price, in the mall, then rest assured, someone is holding a gun to my head.
    TH was all the rage a few years ago; now it’s A&F’s turn. The name is the only thing special about anything they produce, and people, for some odd reason, are willing to pay absurd amounts of money to do a company’s advertising for them. I don’t get it, but I’m a tightwad.
    If people want to throw their money away, that’s their credit limit. I don’t understand it, because I consider it a waste of money.
    And for the record, I am *very* stuck up.


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