At the turn of the decade, a glut of opinion pieces decried the death of the subculture. Mostly white, middle-aged rock journos moaned that there were no proper ‘scenes’ anymore. That fast fashion and Spotify had killed youth movements. That everyone dressed the same, in some version of post-Libertines skinny jeans and tees. That individuality had died in the 1990s with Britpop.

Roll on eight years and the NME’s dead, the kids have never dressed more disparately and, like a renegade master, the nineties are back once again (if you get that reference, you’ve probably already got the look in your attic). Where once you needed some knowledge to pick your Blur fans from your Oasis fans, today’s style tribes come pre-branded.

By embracing logos in a way not seen since the days when Tommy Hilfiger sold in shops other than TK Maxx, it’s easy to pick the skatewear kids from the high-fashion set, the wannabe grime MCs from the Rafsessives.

All of which makes logomania at once a trend that anyone can jump on, and one that’s fraught with peril. Unlike in the nineties, when logos were a slightly less gauche way to flaunt your wealth than wearing a coat made of cash, this time around they embody a convoluted blend of irony, status, lack of status, in-joke and fashion knowledge. Get it wrong and you’re your dad in the Supreme queue. Get it right and you’re Jonah Hill in Palace, quietly breaking the internet.

Here are four key ways to be the latter.

Wear It Loud And Proud

The OG logo move, both back then and right now, is the branded tee. “Gucci kick-started this trend [in recent years] with its logo T-shirt,” says Luke McDonald, a stylist at online wardrobe service Thread. Though street- and sportswear brands have never abandoned their graphics, the luxury brands had steered more minimal since the noughties as customers preferred a subtler display of wealth.