Get this: The Los Angeles Rams are about to drop *another* “brand refresh” next week, marking what they call “the next evolution of the team’s visual identity” as they roll into their second decade back in California. Seriously? We're talking about a franchise that averages a “visual identity change” once every 1.8 years since they moved back to LA. This isn't about evolution, it's about hitting fans’ wallets again, and frankly, it has to stop.
Your $150 Jersey? Already Out of Style.
Let's rewind this tape: there was an "evolution" in 2016, another in 2020. Then came "modern throwbacks" in 2021, and "rivalries" uniforms in 2025 as part of a league-wide push to sell even more jerseys. Add to that tweaks to the road uniforms in 2022, and now, *two additional alternates* in 2026. It’s a dizzying carousel! This isn’t a refresh, it’s not symbolic, and it’s definitely not a rebrand. The source nails it: this is pure capitalism, and as fans, we have to stop enabling this treadmill of new gear. Think about it, a $150 investment in a Myles Garrett jersey today could look as dated by 2027 as the 2016 St. Louis Rams uniforms did in 2021, or the 1999 uniforms in 2009. You ready for another $150 hit to grab the "latest" look? Because that's what's coming. The Rams are reportedly building a lineup that tries to honor every major era: a Blue/Sol for the current Modern Throwback vibe, the ‘99 team's Greatest Show on Turf getting a Modern Throwback shout-out, a Sol/Blue for the 1951 NFL Championship team, and White/Blue for the Fearsome Foursome.It's Not Identity, It's Fast Fashion
Here's the kicker: nobody thinks the 1969 Rams uniforms are “dated.” They're "classic." The Greatest Show uniforms? "Retro." Even the ugliest jersey you can remember somehow becomes "ironically awesome" over time. The justification for new uniforms is always there, sure, but the consistency to pick a look and stick with it for a decade? Nope, that's gone. This isn’t about a meaning, a symbol, or even a necessary redesign like updating a restaurant that hasn’t changed in 30 years. No, the Rams uniforms have become "Fast Fashion." Just like those retailers who compress production cycles and churn out up-to-the-minute designs, the Rams are doing the same with their uniforms. It's all about letting shoppers,you, the fans,expand and refresh their wardrobes quickly. But the fast fashion industry is notorious for waste, and people are buying more clothes than ever. By 2030, global clothing purchases are projected to skyrocket. This trend, if it keeps up, turns team identity into just another consumer product, with your loyalty measured by how many new $150 jerseys you buy. So, next week, when the Rams roll out their "next evolution," you'll be choosing between Navy, Whiteout, Blue/White, or Yellow for your two new alternates. Just remember what you're really buying into.This article was created with AI assistance and reviewed by Seattle On Tap editorial staff. Always verify information with official team sources.