The Brand Ledger

Avoid

Avoid

30 brands in the Ledger.

Brands actively engaged in the enshittification playbook. Licensing models, post-acquisition cost-cutting, brand equity being extracted.

30 results

Tools · Hand Tools
Craftsman
Status: Avoid
American hand tool brand, originally a Sears house brand.
Stanley Black & Decker
Tools · Power Tools
Black+Decker
Status: Avoid
Consumer power tools. Big-box retailer staple.
Stanley Black & Decker
Eyewear · Sunglasses
Ray-Ban
Status: Avoid
Historic American sunglass brand, now an EssilorLuxottica property.
EssilorLuxottica
Eyewear · Sunglasses
Oakley
Status: Avoid
American performance sunglasses.
EssilorLuxottica
Eyewear · Sunglasses
Persol
Status: Avoid
Italian heritage sunglasses.
EssilorLuxottica
Eyewear · Prescription Frames
Oliver Peoples
Status: Avoid
Premium Los Angeles-branded frames.
EssilorLuxottica
Eyewear · Sunglasses
Costa Del Mar
Status: Avoid
Performance fishing sunglasses.
EssilorLuxottica
Eyewear · Brick & Mortar
Sunglass Hut
Status: Avoid
Sunglass retail chain.
EssilorLuxottica
Eyewear · Brick & Mortar
LensCrafters
Status: Avoid
Prescription eyewear retail chain.
EssilorLuxottica
Eyewear · Brick & Mortar
Target Optical
Status: Avoid
In-Target optical retail.
EssilorLuxottica (retail partnership)
Eyewear · Brick & Mortar
Pearle Vision
Status: Avoid
Optical retail franchise.
EssilorLuxottica
Eyewear · Online Retailer
EyeBuyDirect
Status: Avoid
Low-cost direct-to-consumer prescription eyewear.
EssilorLuxottica
Tools · Power Tools
Metabo HPT
Status: Avoid
US-market brand for KKR's ex-Hitachi Koki power tools. Originally Hitachi in the US (known for nail guns), rebranded Metabo HPT.
KKR (via Hitachi Koki)
Tools · Power Tools
Ridgid (power tools)
Status: Avoid
Orange-branded power tools sold almost exclusively through Home Depot.
Emerson Electric (trademark) / Techtronic Industries (TTI, manufacturing)
Apparel · Shirts & Tops
Brooks Brothers
Status: Avoid
Historic American tailor. Dressed 40 US presidents including Lincoln.
Authentic Brands Group / SPARC Group (Catalyst Brands operator)
Apparel · Outerwear - Technical
Eddie Bauer
Status: Avoid
Historic American outdoor apparel brand. First Ascent technical line, Guide Pro pants, legendary down jackets.
Authentic Brands Group
Apparel · Shirts & Tops
Champion
Status: Avoid
American athletic apparel. Reverse Weave hoodies, collegiate athletic wear.
Authentic Brands Group
Apparel · Pants & Bottoms
Dockers
Status: Avoid
American khaki and casual pants brand, originally a Levi Strauss sub-brand.
Authentic Brands Group
Apparel · Shirts & Tops
Volcom
Status: Avoid
Surf and skate apparel brand. Originally a Costa Mesa, California boardsports label.
Authentic Brands Group (via Boardriders acquisition)
Apparel · Shirts & Tops
Quiksilver
Status: Avoid
Australian-origin surf apparel brand.
Authentic Brands Group (via Boardriders)
Apparel · Shirts & Tops
Billabong
Status: Avoid
Australian surf and boardshort brand.
Authentic Brands Group (via Boardriders)
Apparel · Shirts & Tops
RVCA
Status: Avoid
Surf and skate lifestyle apparel.
Authentic Brands Group (via Boardriders)
Apparel · Shirts & Tops
Roxy
Status: Avoid
Women's surf and lifestyle apparel, originally a Quiksilver sub-brand.
Authentic Brands Group (via Boardriders)
Apparel · Shirts & Tops
Element
Status: Avoid
Skateboard apparel and hardgoods.
Authentic Brands Group (via Boardriders)
Apparel · Pants & Bottoms
Bonobos
Status: Avoid
Direct-to-consumer menswear, originally known for fit-focused pants.
WHP Global
Apparel · Pants & Bottoms
Joe's Jeans
Status: Avoid
Premium denim brand, once known as one of the best men's jeans on the market.
WHP Global
Apparel · Shirts & Tops
Forever 21
Status: Avoid
Fast fashion retailer.
Authentic Brands Group
Eyewear · Sunglasses
Vogue Eyewear
Status: Avoid
Italian-branded sunglasses and frames.
EssilorLuxottica
Eyewear · Online Retailer
Glasses.com
Status: Avoid
Online prescription eyewear retailer.
EssilorLuxottica
Footwear · Sneakers
DC Shoes
Status: Avoid
Skate footwear and apparel.
Authentic Brands Group (via Boardriders)