The story of the “superstar” level of the t-shirt does not only stop at the economic factor, but also the position of the shirt at the center of the cultural waves.
At stores of fashion brands, from high-end to mass-market, t-shirts always have a very important foothold. It is quite understandable that it is an item that can easily be sold in large quantities, high profits but does not require sophisticated production techniques. For consumers, it’s probably the easiest item to buy from a brand you want to own. However, the story of the “superstar” level of the t-shirt does not only stop at the economic factor but also the position of the shirt at the center of the cultural waves, with the role as A communication channel that helps wearers convey important messages.
In the past 3 years, Levi’s item that helped boost sales growth is not typical jeans but a t-shirt with Levi’s logo printed. Jen Sey, Levi’s Marketing Manager, told Business of Fashion: “It’s important to remember that it’s not just a T-shirt. You will never wear a T-shirt with the brand’s logo on your chest if you do not really trust and love that brand. ” Jonathan Cheung, Levi’s lead designer explained: “It is the continuous drum of culture, especially pop culture, which is the most popular at this time. This integration makes a brand particularly relevant, and so does its logo.
How did the t-shirt become the backdrop for cultures? In fact, it started a long time ago, along with it are changes in history, society, politics and culture. From the shirt worn inside to keep warm for US military workers and soldiers, until the 1950s, the reputation of the white t-shirt really exploded when appearing on the screen with men. actors Marlon Brando and James Dean. Since then, the T-shirt with the simplest form has not only become a classic item in everyone’s wardrobe, but soon became an effective media.
In Asia, the UT line of Japanese brand Uniqlo first debuted in 2003 with the most basic phom T-shirts with graphic prints. Each year, Uniqlo releases about 50 UT collections. Each collection is a different “content” with a combination of different characters and artists; from Mickey Mouse, Marvel superhero world to manga artist or traditional Japanese artist … For Uniqlo’s leaders, UT is a perfect example of the concept of Lifewear – items basic map but help you express your personality and enrich your life. Each BST, each collaborative project is the content – the content – is transmitted and the communication channel for such content is the t-shirt. Mr. Rei Matsunuma, lead designer of the UT line, said: “UT brings interesting cultural feelings because our life is made up of cultural traits and it is reflected in the corners. different degrees. We combine Pop culture and use T-shirts as a communication tool for the wearer to show their personality. The t-shirt you are wearing now can be a pivotal element of yourself, your lifestyle and culture. And it can also be used to testify to a new culture. That is the ultimate goal of UT ”.
… AND THE WORLD UNDERGROUND
In the Underground world, where hip-hop rhythms, skateboarding, basketball, graffiti … have a strong influence, the t-shirts also carry images and messages characterized by the street. They can be very delicate and require certain understanding.
At Dover Street Market, the shopping mecca of avant garde fashionists, t-shirts are one of the best-selling items, so it’s set aside a private area with famous brands like Comme des Garcons. , Undercover, and even brands that don’t stem from fashion.