The Establishment Brands are in trouble.

When you think about fashions that were So...N.Y. back in the days these brands come to mind. Taylords, AJ's , Sergio Valente, Levis, Lee jeans, Girbaud. I guess these brands would be now considered vintage?Today these brands would be compared to Seven Jeans, True Religion, Rock and Republic etc..

I noticed that people are spending a lot less time focusing on major brands and are opting to wear products that are more self expressive. The T-shirt is a prime example. Today you are more likely to find people wearing a graphic t-shirt that represents them as an individual rather that wearing a major branded t-shirt. These established brands are making adjustments based on this trend.
A great example of this is Guess Jeans. If you purchased a Guess Jeans t-shirt 5 years ago, it would just bear the logo. Today, you can hardly find a Guess T with just the Logo. What you will see is a really good looking typeface with a pithy tag line. The established brands understand that people are waking up. They are not spending excessive amounts of money on a t-shirt because the established brand makes them feel good. People are giving other less known brands a chance. I like the direction fashion is headed.