The shirt that Taylor Swift’s boyfriend wears is the creation of Logan Horne – founder of the J. Logan Home brand – famous for recycling accessories (mainly silk scarves) from luxury fashion brands. like Chanel, Yves Saint Laurent, and Hermès into clothing, bringing a completely new look and “life” to the product. When designing, for example shirts, Logan Horne promotes brand consistency to show respect as well as convey the most unique and characteristic features of the original.
Logan Horne’s brand has garnered a celebrity clientele, including Dua Lipa, Kevin Hart, Emma Roberts, Dwyane Wade and Travis Kelce. This player wore a J. Logan Home shirt made from a Chanel scarf printed with flamingos at the Revolve Festival in April 2023, and in November, he attended Taylor Swift’s Eras Tour in Argentina with Another creation of this designer. The attraction of Taylor Swift’s name makes the singer’s soccer player boyfriend more interested than ever, becoming a fashion influencer.
Travis Kelce wears a design recycled from silk scarves (photo: Yahoo)
In February of this year, lawyers representing Chanel sent Horne a letter demanding that his brand stop selling products bearing its logo. According to CNN, this move is not surprising because the world’s leading luxury brands are always interested in strictly controlling and protecting their brand image against the risk of counterfeiting and imitation.
Although recycling is an encouraged trend in the fashion world for reasons of sustainability and ethical values, recycling needs to be accompanied by protecting the brand value of the original product. Practitioners of recycling in the fashion sector can take precautions, such as avoiding the use of overly prominent logos or providing consumers with clear disclosures about the extent of association with original brand (this is an approach that J. Logan Home has adopted). But according to lawyers, these steps may not be enough to handle increasingly complex and sophisticated issues of copyright or trademark infringement.
