The name across your chest

What brands do you associate with?

I’m a good bit older

Than some who write on here

And remember a time of labels

IN your clothes

and not across your chest.

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Once it was their quality

The fabric and the cut

That said you wore good clothes

Now it’s the name across your chest

And that is all you’ve got.

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Last year we were in Helsinki

A Marrimekko shop

Famous for their fabric

Distinctive well cut clothes

But all folk seemed to go there for

Was branded shopping bags.

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I wish that I could tell you

I never caught the bug

But out on a run you have to wear

The proper branded goods.

ASICS or New Balance

Adidas or Nike

These are now the running Gods

With athletes second place.

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Once your favourite football team

Would proudly wear their crest

Now it is their sponsors name

That’s splashed across their chest.

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Formula 1s ridiculous

Simply covered in brands

Every sponsor wants a slice

Of racing drivers’ clothes.

We are all now bill boards

For others on the make

They don’t rely on quality goods

They just trade off their names.