You'll have probably noticed by now that we’re pretty fond of a slogan: from our Be Nice To Your Sister Tee, to our Love Saves The Day Jumper, we want our clothes to say something positive and make us feel empowered.
Our design team were inspired by the handmade signs of last year's Women’s Marches – with a sea of banners declaring love for womenkind it was hard not to feel even a slight glimmer of inspiration. You can certainly trace a link between the current swell of solidarity in the fight for gender equality and the recent slogan revival; take for example the popularity of ‘The Future Is Female’ and ‘We Should All Be Feminist’ tees.
Of course, slogan styles have long been used to celebrate social change – and it was the 1960s that really spawned the slogan tee as we know it, borne of a potent mix of political protest, an explosion in counter-culture fashion and the proliferation of the hippy maxim of peace and love. In the 1970s - thanks to punk and Vivienne Westwood’s designs – the messages become more confrontational, the words often painted on by hand.
By the 1980s, Katharine Hamnett’s slogans captured the anxieties of the time: ‘Education Not Missiles’, ‘Stop Acid Rain’ – and her bold block capitals defined the visual aesthetic for the trend. The style directly inspired the now iconic Choose Life and Frankie Says Relax tees.
In the 90s and 00s slogans took a back seat to logo mania (Nike’s Just Do It and signature tick encompassed the two). But now we want our clothes not just to say something, but to spread a bit of happiness. From playful lyrics and catchphrases from pop-culture, to slogans that capture the spirit of hope, change and positive defiance. The place to express your feelings is no longer on social media but on the clothes you choose to wear.
Every decade needs a slogan tee – and if it can be fun and feel-good, even better.