Logos used to be the whole point — now they can feel embarrassing, copyable, and kind of loud.

In this episode, we unpack why “quiet luxury” became the dominant flex, how it ties to post-COVID comfort, economic caution, and status psychology, and who benefits when taste becomes the new password.

Along the way, you’ll hear the weirdly fascinating details—vicuña wool, stealth-wealth brands, and why “if you know, you know” might be the most powerful label of all.