Ecko: Cut-and-sew apparel requires non-verbal mascot logos over text branding
Marc Ecko · ECKO UNLTD and COMPLEX: Marc Ecko · Jun 3, 2024 · at 33:39
Marc Ecko, founder of Ecko Unltd, describes his strategic realization at a Las Vegas trade show around 1996 that scaling into technical apparel required an iconic non-verbal logo.
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“If I don't evolve a logo mark that's a non-verbal, non-written Logo mark. It's going to be very hard to ID the product. So I walk the main hall, and I walk by like a big timberland tree, and I walk by a big lacoste alligator, and I walk by polo, and I'm just like, all these guys have a thing in common. They have like a mascot, and they're able to brand their garment in a way where they don't have to slap type on it, ok? And I knew that if I was going to get into cut and sew, which was my ambition.”
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