‘Leverage the local’: The fashion trend that explains why everyone around you is channeling their inner tourist

Call it chic or call it cringe: Clothing that bears the name of a city near or far has become a closet staple for many consumers in recent years. Once mostly reserved for impulse purchases from kitschy tourist shops while traveling, now clothing with the name of far-off places is just as likely to be purchased at home. Consider the iconic “I love New York” tee, a favored souvenir for nearly 50 years. Gone are the days when you would need to brave the Times Square crowds to get one. You can buy a similar-looking version from Walmart for less than $10 or an embroidered crewneck version for $380 from Lingua Franca. Clothing makers and consumers alike are seemingly indiscriminate about what passes for cool. H&M and Zara have hawked generic-looking T-shirts with any number of city names splashed across the chest, while Balenciaga and Alexander Wang have upgraded city skyline Ts with a designer spin and their logos to justify heftier price tags. A Texas T-shirt sold at Zara in Paris Oh,