The FMLY Store’s Selfish Mother t-shirts

My policy on wearing logo T-shirts has been reviewed. With everything that’s going on in the world right now, no one is beyond a spot of sloganeering. Just ask the first female artistic director at Dior, Maria Grazia Chiuri, who grabbed the headlines when she sent “We Should All Be Feminists” T-shirts down the spring/summer 2017 runway. Based on the book of the Ted Talk by Chimamanda Ngozi Adichie, the Instagram-friendly, limited edition garment soon developed a celebrity following and a waiting list.

I’ve written a feature on getting it off your chest/on your chest for the FT, including the popular slogan T-shirt and sweatshirt e-shop The FMLY Store (who have recently opened a bricks and mortar shop in Bruton, Somerset). Making a statement while giving something back is the ethos of the brand  – and as of February this year its “Good Tees” had raised around £515,500 for charity. Launched to coincide with International Women’s Day, the first run of the organic cotton “We Are All Wonder Women” sweatshirt (above, £50) sold out within a week, with £10 from each sale going to the charity Mothers2Mothers, which supports mothers and babies with HIV.

Bella Freud’s slogan sweaters and t-shirts (available HERE), worn by the likes of Kate Moss, Alexa Chung and your truly, have become cult classics and are permanently trending on Instagram.

And while getting it off your chest/on your chest is not a completely new phenomenon – those of us who were around in the ’70s will remember Vivienne Westwood and Malcolm McLaren’s punk T-shirts; and British designer Katharine Hamnett wearing a “58% Don’t Want Pershing” (a reference to US missiles being based in the UK) slogan tee when she went to meet Margaret Thatcher at Downing Street in 1984. But today’s social media buzz means that attention-grabbing visuals and memorable mantras quickly go viral, as Molly Gunn of The FMLY Store attests: “We ask our customers to ‘wear and share’ on social media, and this sharing ethos has not only spread the word but helped our brand grow. Instagram and Facebook are amazing, free ways for us to connect with our audience every day.”

Read the full FT feature HERE.

12 thoughts on “Slogan t-shirts: getting it off your chest/on your chest

  1. Sorry, I was just trying because I could´t post a comment yesterday and I thought I was having trouble once again; my apologies

  2. I’ve learnt never to say never because, for most things in life, there is a time and a place – especially when it involves raising money for charity.

  3. My slogan t shirt will now come out and I might even wear it with a skirt,well I bet I don’t but I will see in the confounds of my bedroom. Love your posts.
    Jan 58

  4. I have never worn any kind of slogan tee shirt and don’t intend to start. They are just not my think. In my opinion action speaks louder than words (said or written)) if you want to change something.

  5. I’ve never been a fan of any T-shirts except plain ones. Until recently. Aging has given me an edge! My “Patsy Stone for President” is my fave! I also have a t shirt from my son’s school that he wore on gym days. For me it’s about the fit. I like them snug and not loose! I’m presently thinking of having a t-shirt custom embroidered with the slogan” Jamais Trump”

  6. I live in the U.S. and since Hurricane Sandy I have purchased several slogan tees depending on what charities are supported and how much of the cost goes to said charity. The Hurricane Sandy tee was a graphic (no words) and the company that designed and produced it donated all their labor and materials so 100% of the cost of the tee went to a Hurricane Sandy specific charity. Since that time I have purchased tees supporting ACLU, Planned Parenthood and the like. Some I wear with jeans, some I wear when I walk the dog, some I sleep in and some I wear proudly out to dinner (like the one that says “The Patriarchy” only it’s printed upside down). I also donate outright to all these organizations even when they don’t provide something to wear or a tote or a coffee mug!

  7. Interesting that these have reappeared in a high end version. As someone young in 70s and 80s I view this with caution. Only one I have and wear a lot is a slogan grey sweatshirt from Whistles. It reads L’Ete. Summer. Great to sling on in warm months.

  8. For the flatter-chested, I think! If you have always had a bust, but not the mentality (!) to go with it, a logo-T is the last thing you want.

  9. As someone with a bosom I agree slogans not generally a good idea and harder to wear well. However I did get a men’s Live Eight t-shirt with writing and logo and a 2012 Olympics design both of which were worn looser and not tight across chest. I have a vermilion knit with Carpe Diem in white lettering. This I wear under a blazer so it’s a bit less eye catching.

  10. I just wish there were some slogan shirts for those of us who DON’T feel angry/aggrieved or that the world is full of evil people, or that Brexit is a disaster or Trump will destroy America. I’m not a victim feminist, more of a Margaret Thatcher fan. There seem precious few POSITIVE, OPTIMISTIC slogan teeshirts out there. Otherwise I might wear one for fun. I do wonder, though, whether those who wear the angry message ones will attract positive attention or not. Perhaps from fellow angry people? When I read them my (inner) response is “Oh for goodness sake get over yourself.” But if it makes them feel better…

  11. Dear Wendy, my one and only t shirt with a slogan is a charcoal grey one with the words ” V#GUE NEVER DISAPPOINTS ” on the front,the letters have a little glitter on them.
    A true and positive statement. I’m a bit fed up with pessimism too. Mankind being what it is , we’re never going to fix the world !

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