​The Los Angeles Rams are set to unveil a “brand refresh” next week, marking “the next evolution of the team’s visual identity” as the franchise moves into the second decade of their relocation back to California. What was wrong with the last evolution? The ones that happened in 2016. And 2020. And has included “modern throwbacks” in 2021, and “rivalries” uniforms in 2025 (as part of a league-wide initiative to sell even more jerseys), and tweaks to the road uniforms in 2022, and two additional alternates in 2026.The Rams average a “visual identity change” of some kind once every 1.8 years since the team moved back to L.A..AdvertisementAdvertisementAdvertisementIt has to stop. It’s not a refresh, it’s not a rebrand, it’s not symbolic.It’s capitalism. And fans have to stop enabling them.If you bought a Myles Garrett jersey after he was traded to the Rams, that $150 investment could serve you well. For now. It could also soon look as dated in 2027 as the 2016 St. Louis Rams uniforms looked in 2021, or as dated as the 1999 uniforms looked by 2009. Soon it will be time for another $150 jersey.Of course, the Rams uniforms from 1969 are not “dated”. They’re “classic”.The Greatest Show uniforms are not “dated” either. They’re “retro”.Even whatever the ugliest version of the uniforms is that you can remember, they won’t be “dated”. They’ll be “ironically awesome”.The justification for more new uniforms will always be there, but the consistency to choose something and stick with it for 10 years won’t be.AdvertisementAdvertisementAdvertisementBut the Rams uniforms are no longer about a meaning or a symbol or a redesign to update an ugly interior like you would a restaurant that hasn’t changed in 30 years. No, the Rams uniforms have become:What is “fast fashion”? Per McKinsey and Company:“Fast fashion retailers move, well, faster than their traditional counterparts do. This means that they compress production cycles and turn out up-to-the-minute designs, enabling shoppers to not only expand their wardrobes but also refresh them quickly—and cheaply.The fast fashion industry, for all its extraordinary growth, is also responsible for considerable waste. People are buying more clothes than ever: by 2030, global apparel consumption is projected to rise 63 percent, to 102 million tons. And fast fashion consumers are quick to throw clothes away.“The “complete rebrand” that the Rams announced in 2020, which Kevin Demoff said at the time would represent the team’s past and future, is barely over the threshold of being a change that the team COO said would take time to appreciate:“The most exciting part of this for me, and I hope for Rams fans, is it blends the best of our pasts with what we believe is the best of our future,” said Kevin Demoff, the Rams’ chief operating officer. “I’m sure it will be a surprise, it will be change, but lots of things are and I think it’s a cha