Why the Slogan T-Shirt Is Back — and What It Says About the World Right Now

For all the increasingly out-there, ultra-niche, and even 'ugly' trends that seem to be dominating the fashion world right now, there's much to be said for embracing simplicity. Indeed, in many ways, eschewing the attention-grabbing in favour of the more low-key and timeless feels like a power move—a small rebellion, even—in itself.

It's little wonder, then, that classic capsule wardrobe heroes such as jeans, tailoring and shirts have been enjoying a surge in popularity of late—and none more so than the humble t-shirt. It's the ultimate basic, one of the most versatile pieces you can own, and one that holds a certain quiet power that feels particularly of-the-moment.

Even more so, when said t-shirt is emblazoned with a slogan.

Offering the same benefits as a simple tee whilst simultaneously being—quite literally—statement-making, slogan t-shirts are absolutely everywhere right now. But this isn't just the latest in a long string of Nineties throwback trends.

Hot on the heels of last year's viral Loewe 'I Told Ya' t-shirt from the Challengers film and Charli XCX's ubiquitous 'Brat' design, the past few months have seen a number of brands put their own stamp on the age-old style—with many using them to make more than just a fashion statement.

Remember Maria Grazia Chiuri's 'We Should All Be Feminists' tee from Spring/Summer 17? Or Katherine Hamnett's '58% Don’t Want Pershing' tee she wore to 10 Downing Street in March 1984? How about if we go even further back to Vivienne Westwood's nude queer cowboy design that nearly got one of the shop floor staff arrested in 1975? Well, this year's designers are channeling that same energy, using the T-shirt as a canvas for important conversation.

Stella McCartney, for example, released a white tank printed with the words 'Mother Fucker', that has already been worn by the likes of Dua Lipa and Kai Isaiah Jamal, and is poised to be a hit with the street style set, too. Whether worn in anger at current world events or simply for the shock factor, it's the bold statement sent by wearing it at all that matters most.

Then, Conner Ives' 'Protect The Dolls' design took over the internet. First worn by the designer himself at the close of his recent London Fashion Week show, the t-shirt was intended as a show of support for trans women amid increased threats to trans rights around the world. Those three little words on a plain white background have since become a veritable battlecry for the cause, proudly worn by Pedro Pascal, Troye Sivan, Tilda Swinton, Lisa Rinna and countless more.

In fact, Ives' t-shirt wasn't originally intended for production, but due to overwhelming demand, it went up online and sold out at a rather rapid rate with all proceeds going directly to the US-based charity Trans Lifeline. Who says a fashion trend can't do good, too?

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