There was a time between the 1990s and mid-2000s when dressing¹ 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.

从上世纪90年代到2005年左右，身穿一套印有品牌标志的名牌服装曾是财富和成功的象征。如今，人们却要用刀将衣服的商标裁掉。

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 blurry² mess. Writing stamped on in vinyl, meanwhile, is wiped away with nail polish remover, according to the Wall Street Journal.

一些博主在网上发教程贴教大家如何去掉缝在T恤或帽子上的标志且不留下难看的印记，以及不留痕迹地去掉墨镜上贴的标志。此外，据《华尔街日报》称，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, essentially³ advertising⁴ someone else's product on their chest or handbag can become less appealing.

高盛公司2015年的一份报告显示，千禧一代更喜欢没有标签或商标的衣服。当人们可以通过清晰明亮的Ins照片和精心编写的推文将自己打造成一个“品牌”时，就不会想在自己的胸前或包袋上为别人的产品打广告。

In a similar vein⁵, cutting off someone else's identity enables you to create and peddle⁶ 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.

同样的，抹去别人的标识能够让你创造和张扬自己的个性。虽然人们可以对一个品牌的服装品质保有忠诚度，但是品牌所代表的形象（可能是青少年，也可能是年长者）并不总是与人们试图营造的形象相符。

And in the age of austerity, logos have long been regarded as a little gauche⁷. Instead, high quality-clothing, with the neat finishes in beautiful fabrics⁸, speaks for itself.

在经济紧缩的年代，商标一直被认为有些拙劣。相反，那些高端服饰靠整齐的做工和精致的面料就足以说明一切。

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.

由于人们对明显的商标都敬而远之，时装设计公司开始淡化自己的商标。Abercrombie & Fitch的运动衫和帽衫曾经风靡美国中学和大学校园，该公司已经禁止在运动衫和帽衫上出现“A&F”标志。据《商业内幕》报道，由于带有品牌标志的产品销量下滑，包包生产商Coach和Michael Kors已经改变了他们的设计。

Max Ilich, a 47-year-old consultant⁹ from Hampton, New Hampshire in the US, is among the fashion-conscious who are de-logoing their clothing.

47岁的马克思?伊里奇来自美国新罕布尔州汉普顿，是一名顾问。时尚的伊里奇会去掉衣服上的商标。

"Why would I do someone else's advertising for free?" Mr. Ilich told the Wall Street Journal.

伊里奇对《华尔街日报》表示：“我为什么要为别人免费做广告呢？”