It has nothing to do with what kind of friends you have. This is necessary. As for what caused this fashion at the beginning, I don't know. But now more people have understood it as "respect".
Don't tear the brand, I want him to know the brand or price! ? Maybe you don't think so at all, but you still have to tear it up. Conversely, if you bought it in front of him, give it to him without tearing it.
Also, even the cheapest gift, the label should be removed.