十幾年前，身穿一套印有品牌標志的名牌服裝曾是財富和成功的象征。而如今人們卻想法設法地抹去衣服和包包上的標志，還有博主專門在網上發教程貼教大家如何去掉各式各樣的商標。那么為什么越來越多的人開始嫌棄明顯的商標呢？

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.
從上世紀90年代到2005年左右，身穿一套印有品牌標志的名牌服裝曾是財富和成功的象征。如今，人們卻要用刀將衣服的商標裁掉。

Online, 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. Writing stamped on in vinyl, meanwhile, is wiped away with nail polish remover, according to the Wall Street Journal.
一些博主在網上發教程貼教大家如何去掉縫在T恤或帽子上的標志且不留下難看的印記，以及不留痕跡地去掉墨鏡上貼的標志。此外，據《華爾街日報》稱，可以用洗甲水擦掉印在乙烯塑料上的文字。

In 2015, a report by Goldman Sachs revealed that millennials prefer clothing without labels or logos. When a person can transform themselves into a "brand" with some well-lit Instagram photos and considered Tweeting, essentially advertising someone else's product on their chest or handbag can become less appealing.
高盛公司2015年的一份報告顯示，千禧一代更喜歡沒有標簽或商標的衣服。當人們可以通過清晰明亮的Ins照片和精心編寫的推文將自己打造成一個“品牌”時，就不會想在自己的胸前或包袋上為別人的產品打廣告。

In a similar vein, cutting off someone else's identity enables you to create and peddle your own. While allegiances to the quality of a brand's clothing can stick, what the label symbolises - perhaps teens or older shoppers - doesn't always fit the image a person is trying to construct.
同樣的，抹去別人的標識能夠讓你創造和張揚自己的個性。雖然人們可以對一個品牌的服裝品質保有忠誠度，但是品牌所代表的形象（可能是青少年，也可能是年長者）并不總是與人們試圖營造的形象相符。

And in the age of austerity, logos have long been regarded as a little gauche. Instead, high quality-clothing, with the neat finishes in beautiful fabrics, speaks for itself.
在經濟緊縮的年代，商標一直被認為有些拙劣。相反，那些高端服飾靠整齊的做工和精致的面料就足以說明一切。

In response to the move away from obvious branding, fashion houses have toned down their logos. Abercrombie & Fitch have banned the "A&F" on sweatshirts and hoodies once ubiquitous in schools and on college campuses in the US, while bag manufacturers Coach and Michael Kors have changed-up their designs as sales of logo-heaving products ped, Business Insider reported.
由于人們對明顯的商標都敬而遠之，時裝設計公司開始淡化自己的商標。Abercrombie & Fitch的運動衫和帽衫曾經風靡美國中學和大學校園，該公司已經禁止在運動衫和帽衫上出現“A&F”標志。據《商業內幕》報道，由于帶有品牌標志的產品銷量下滑，包包生產商Coach和Michael Kors已經改變了他們的設計。

Max Ilich, a 47-year-old consultant from Hampton, New Hampshire in the US, is among the fashion-conscious who are de-logoing their clothing.
47歲的馬克思?伊里奇來自美國新罕布爾州漢普頓，是一名顧問。時尚的伊里奇會去掉衣服上的商標。

"Why would I do someone else's advertising for free?" Mr. Ilich told the Wall Street Journal.
伊里奇對《華爾街日報》表示：“我為什么要為別人免費做廣告呢？”

Vocabulary

allegiance: 擁戴
austerity: 嚴格節制消費
gauche: 笨拙的
ubiquitous: 無處不在的

英文來源：獨立報
翻譯&編輯：董靜
審校：丹妮