You would be embarrassed if you were seen eating a Big Mac, the same is almost true with Starbucks. It is anti-status right now: better to be seen with a hipster indie coffee than the McDonalds-like Starbucks cup!

People buy the expensive branded clothes because...they know what they are getting. No one really wants to walk around with a swoosh on their chest! Going for no-name clothing, there is no reputation to go by, how can you tell if that shirt is going to feel good or wear well? Muji does no-name well, you can trust their quality even if they don't put their name everywhere, but even that is a "brand."