Logo Removal is a service that, as written on the website, "excises unwanted brand names, logos, tags, stains, marks etc. In their stead, we create new and magical shapes, using fresh colors and contrasting thread. We leave edges beautifully raw, protected from fraying with our signature ‘double-time’ stitching."
A crowd pleaser, Logo Removal appears in Modern Mending by Erin Lewis Fitzgerald,
and Mend! by Kate Sekules and a handful of academic publications.
More on LRS below.
Logo Removal investigates and challenges a "brand" for claiming a body as their turf, a consumer society that encourages us to visibly identify ourselves with a commercial tribe, to cover ourselves in symbols that disempower us. Logo Removal replaces these symbols with abstract shapes that have no purpose. These shapes may, however, invite curiosity or conversation ("what is that?" or, "that looks like a ...").
I can appreciate the work and materials that have gone into something without also becoming a walking billboard. And there’s that word, brand. A brand means I give loyalty to a business that hustles social cachet in exchange for my money. Meanwhile, brand still continues to mean searing a mark into flesh. I'd rather not, thanks. LRS tutorial to remove brands from your own clothes is on this Instagram post.
Logo Removal is also a live performance, in which I remove logos and insert strange shapes (in one step). Visit LogoRemoval.com for more (including custom orders).
