Less Logo. More Meaning.

Every game day felt like compromise. I didn't want to wear the polo with a logo slapped on the left chest pocket. I didn't want to wear the loud over-branded hat. I wanted something...simple. And something that represented my own personal style. I’d grown tired of what I call ‘logo slapping’—just taking a generic polo, hat, or t-shirt, slapping the team logo on it, and calling it done. Why can't fan apparel be meaningful? Why does it have to be so obnoxious, so obvious, so logo forward? The essence of our fanhood isn't a logo, rather everything the logo represents.

What truly resonates with fans are the unique, personal aspects of their fanhood—the city, the traditions, the local lingo, however obscure. It's not just about the logo or the brand; it's about the rich, often quirky, and sometimes misunderstood intricacies that embody our passion. These nuances are the lifeblood of true fanhood.

That’s why I started llogo. less logo. An ode to simplicity, quality, and meaning.

We’re not anti-brand. We’re not anti-logo. Quite the opposite—logos are sacred. They deserve reverence, not overuse. 

But fandom is more than a logo. It’s personal. It’s layered with stories, traditions, rituals, and details that only true fans understand. And our apparel should reflect that depth—thoughtful, nuanced, and made for those who care as much as we do.

Because fan apparel can be more—by being less.

 

Sincerely,

Stephen, Founder

 

A house-divided, united by a common goal for simple, meaningful fan apparel ;)