There is a fantastic book on this topic called "By Design : Why There Are No Locks on the Bathroom Doors in the Hotel Louis XIV" that cover the inception of mod

There is a fantastic book on this topic called "By Design : Why There Are No Locks on the Bathroom Doors in the Hotel Louis XIV" that cover the inception of modern brands. It's a very similar story to what happened to watches. The industrial revolution made quality clothing accesible for everyone, so the cloth appearance no longer was a clear indicative of status, so brands started placing their emblems on the outside of the fabric inside of the inside. At the time it was seen as gross, obvious and bad taste. Guess we had a century to normalize it.