I wonder how common it is for the opposite to be true. I think visible logos on clothig are phenomenally tacky and have a strong immediate negative reaction to the people wearing them when I see them. This isn't really a reaction to certain brands, but to the idea of advertising them.
On the other hand, I might assume that these people are wealthier.
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There are a number of science fiction stories about uncomfortable utilitarian choices. "The Cold Equations" is the most famous. I think Heinlein wrote a novel that had a character who was in charge of a colony that ran out of power, and so he killed half of them in order for the remaining life support to be enough to let the others live until relief arrived. No one stopped him at the time, but after they were safe, they branded him a war criminal or something like that.
It's possible that you are referring to the secondary plot line of Chasm City by Alaistair Reynolds in which gur nagvureb wrggvfbaf unys gur uvoreangvba cbqf va uvf fgnefuvc, nyybjvat vg gb neevir orsber gur bguref va gur syrrg naq fb tnva zvyvgnel nqinagntr.