Whatever happened to real brands?
Having worked in fashion for decades, I have watched the industry change — and honestly, sometimes I miss the days when a brand truly stood for something.
Craftsmanship. Quality materials. Original design. People behind the brand who actually cared about creating something special.
Today, many iconic heritage brands seem to exist mainly as labels. The name survived. The logo survived. But did the craftsmanship survive?
Take brands like Frye or Brooks Brothers. Once known for heritage, quality, and a strong identity, they became names people trusted.
But when heritage brands are bought, licensed, and managed as global assets — for example under companies like Authentic Brands Group — the question becomes:
- Who is actually designing these products today?
- Where is the creativity?
- Where is the quality control?
- Who is making the decisions about materials and production?
Too often we see cheaper materials, mass production, less individuality, and products that feel more like marketing than true design.
And it’s not only the brands that have changed — shopping itself has changed.
Many areas have lost their real shopping options. The specialty stores with knowledgeable staff, beautiful displays, and people who understood fabrics, fit, and quality have disappeared.
Somehow, places like TJ Maxx have become the new “go-to” fashion destination for many people — not because they offer true expertise, but because so many traditional retail options are simply gone.
We didn’t just lose stores. We lost the experience of discovering something special.
Are we still buying craftsmanship — or are we buying a memory of what a brand used to be?
A famous name does not automatically equal a great product.
Maybe it’s time we stop asking:
“What brand is this?”
And start asking:
“Who designed it? Who made it? What materials were used? And is it really worth the price?”
Because a label is easy to buy.
True craftsmanship is much harder to find.
What do you think? Have you noticed that some of your favorite brands don’t feel the same anymore? Where do you shop?
Leave me a comment!