I don't disagree, but a logo should be a default feature. I remember clearly when Vineyard Vines became the go to brand of southern frat boys overnight, and a

I don't disagree, but a logo should be a default feature. I remember clearly when Vineyard Vines became the go to brand of southern frat boys overnight, and a $100M/yr business. It would have never happened without the whale logo. Leaving a logo off the polos basically makes any sort of viral growth impossible. Of course the plan could be to sell shirts exclusively to wealthy people that like the "lands end" look. That doesn't strike me as the best approach.