Two similarly-named, ‘label-less’ brands and their close-fitted knit caps

Kindred beanies: No Label (left) and No Labels (right). Photos: No Label and No Labels respectively

Near identical names; so, too, the look of the beanies. No Label from Netherlands began in 2013. No Labels from China was launched early this year. A plural noun differentiates the two, but is the extra ‘s’ in the moniker of the one conspicuous enough? Perhaps, the European version with a logotype in a sans-serif font contrasts with the Chinese competition’s script font sufficiently for one not to be mistaken for the other? Or, perhaps, the former’s fully-merchandised line is a clear differentiator from the latter’s one-product debut? As well as one being a men’s brand* while the other targets both sexes?

Yet, amazingly, the two brands offer a rather similar beanie. Apart from the black, both also offer yellow. One is simply ‘Yellow’, the other a brilliantly un-urban ‘Chicken Yellow’. One beanie is made of ‘wool and nylon’ yarn, the other, pure ‘polyester’. One’s ribbed knit is less bulky than the other. One is cheaper in price than the other: €15 (about S$23) and ¥128 (about S$27) respectively. One has no external branding on the product, the other has its name zealously embroidered across the front. Both are made in China. Both have a turn-back cuff, not a short bill. Both are without trims, and not joined at the top by a button, or a pompom. Both are as suitable for cold weather and as useful for flattening hair.

Beanie for him and for her: No Label (left) and No Labels (right). Photos: No Label and No Labels respectively

It is a puzzler why the founder of No Labels, Eleanor Lee, named her clothing brand without first determining if the two words she picked are already used elsewhere. Could it be because she operates out of China, where brand owners are less inclined to concern themselves with the process of naming and the very name itself? Netherland’s No Label is so registered because the company began largely as a manufacturer for private labels before establishing their own brand, offering what they call “basics” that are best identified by quality rather than name. The irony is that Ms Lee would have gone to a company such as No Label to produce her No Labels.

Ms Lee took the plural form because she dislikes being labelled. As she told 8 Days, “you know how in our industry, people always give you a label? Like, ‘Oh she’s a sweet and cute girl’… Yeah. I’ve always been against this and I want the things that I design to represent me. What represents me the most is that I hate labels so the reasoning behind the name No Labels was really quite simple.” And straightforward too, except that, on the other side of the world, there is another brand—established earlier—with a name that’s just as elementary. And, without doubt, alike.

*Interestingly, there is also an SG womenswear label called No Label by an individual—or organisation—called Nami that predominantly trades on Instagram. As far as we’re aware, there is no beanie in their offering, yet. In Malaysia, there is also a menswear brand called No Label Project, another IG-native set-up. Similarly, they offer no beanie, yet