Idris Elba shows you how to wear logos
We've hit peak logomania. Teenagers are prowling the streets resplendent in very vocal Fila.
Adults, too, are flexing heavily-branded sweatshirts and baseball caps and trainers and bags. It's all very good fun. Though say you do want to tip your toe in overt branding without looking like you've lost a fight with an Urban Outfitters rail, what do you do?
You look to Idris Elba, that's what. At a photocall for the new season of Luther, the 46-year-old went for volume courtesy of designer Reese Cooper, but did so without screaming. No fluoro. No nineties branding.
Instead, we saw a slogan dropped to the lower stomach on a backdrop of fail-safe navy. Which is a lot easier to wear than a longline slime green puffer jacket. Better still, Elba's quieter branding allows for colour elsewhere.
See that red beanie hat? It's a vibrant move favoured by the greats (think Steve Zissou, or Mahershala Ali). Then, there's a pair of Comme des Garçons trainers too: not the quietest move, but by no means an unwelcome one.