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Through this lens, it’s possible to explain the phenomenon through what we’ll call the “Miranda Preistly effect.” Remember that scene in 2006’s “The Devil Wears Prada” in which Priestly, Meryl Streep’s character, verbally dresses down her young, fashion-inept intern? She explains that the blue sweater she’s wearing is actually “cerulean,” and it’s as much a product of fashion-obsessed industry tycoons as anything on the runway. There was also Adidas, Swatch, Vans and countless others within the past decade. Pop singer Ariana Grande had a song and an entire merchandising line about NASA.

If a company misuses the logo, NASA’s legal office will often send a cease and desist letter, Ulrich said.Īfter Coach released its line of NASA apparel, high-end designers including Heron Preston and, more recently, Balenciaga, released their own lines. And, of course, NASA wants to make sure its brand isn’t used for any untoward purposes, such as in a way that suggests that NASA endorses a company or product. Ulrich’s job is just to ensure that the logo is used in a way that’s consistent with the space agency’s approved aesthetic guidelines. If a company wants to print NASA logos on t-shirts or coffee mugs, it just has to send an email to NASA’s merchandising department, per the legal requirements. It’s not typically how licensing deals work, but, because NASA is a government agency, much of its assets - including photos, logos and even technology designs - are in the public domain.

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It’s all free of charge, and NASA doesn’t make a dime off it.

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But the reason there’s so much interest in slapping NASA logos on everything from Vans sneakers to trucker hats may have something to do with the fact that these companies don’t have to license the logo.

Not all of those requests get approved, Ulrich added. Last year, there were “over 11,000 requests,” he said - an all-time high. It’s now come to the point that we get out on average 225 a week,” Ulrich said. Chris Pizzello/Invision/APĪfter the line of Coach apparel came out, things blew up.

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Īnd the “worm” has since returned to official use and cemented its widespread adoration, at least among diehard space fans.Ĭhris Evans wearing a hat with the NASA 'worm' logo at the MTV Movie and TV Awards on Sunday, June 5, 2022, at the Barker Hangar in Santa Monica, Calif. NASA, which had barred the use of the worm after it was retired in the 90s, changed its opinion on the matter, allowing Coach to use the logo, Ulrich said. Some of the latest sales boom can be traced back to a surprising place: American luxury fashion house Coach, which debuted a line of NASA-branded apparel in 2017, Ulrich told CNN Business.Ĭoach originally approached NASA to ask if it could use the “worm” logo, the retro design that the space agency used from 1975 through 1992.

He’s been in his role for more than two decades, so he’s seen the trends ebb and flow. And NASA’s multimedia liaison, Bert Ulrich - who oversees the use of NASA logos in film, TV and on apparel - confirms the demand for NASA branded apparel is far from petering out, at least based on the number of logo deals he’s been approving. There have been several trend pieces about the phenomenon in recent years. Once you start noticing them, it’s hard to stop. They’re on backpacks, t-shirts, sneakers, hats, sweatshirts, phone cases, tote bags and jackets. On any given day, a thirty minute walk around New York City can yield at least a few NASA logo sightings.