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This Week in Shopping: The Anti-Logo Rebellion & Tariff Truths

Notes on the evolution of fitness apparel beyond leggings and sports bras, the spike in high-end, non-tariff-related prices, and a Gen Z Sephora phenomenon.

Sporty & Rich
Emily Oberg’s Sporty & Rich, for example, is collaborating with ’47 brand on UCLA-themed merchandise, which follows the retro-chic hat-and-jersey brand’s campaigns with the Yankees and Dodgers. Photo: Courtesy of Sporty & Rich
Sarah Shapiro
April 18, 2025

There haven’t been many genuinely new trends in women’s fitness apparel in recent years. But some emerging brands—like Literary Sport, Spence, and now Horse—are offering nuanced takes on the genre, with an approach that’s notably light on logos and heavy on design. I don’t expect any of the biggest players (Lululemon, Alo, or soon-to-be-launched NikeSkims) to make any dramatic design changes, but a source recently told me that she’d seen people using Sharpies to black out the Alo logo on their leggings—a small, but significant, nod to the brewing rebellion against branded athleticwear.