The Pioneer Of The Slogan T-shirt, And Its Evolution Through The Decades
365 days of fashion: the e-ncyclopedia of fashion
Saturday, March 29, 2025
Fashion has long been a means of expression not only of personal style but also of political views, alliegiance to subcultures and brands, and tastes in music, arts, and movies. One of the items that has served best for this purpose is the slogan t-shirt.
But do you know how its story began?
The origins of the slogan t-shirt can be traced back to 1948. It was first used for political campaigning when Thomas E. Dewey’s presidential campaign printed “Dew It with Dewey” on shirts.
In the 1960s, a shop called Mr Freedom on the King's Road in London sold Disney-themed slogan tees, which was another (perhaps more known) moment in the history of the graphic tee. On the other hand, the slogan t-shirt also served as a medium for self-expression with the rise of the civil rights movement, anti-war protests, and counterculture. It then became a symbol of rebellion in the punk culture and fashion, led by Vivienne Westwood and Malcolm McLaren in the 1970s.
However, it’s mainly the British designer Katharine Hamnett who is often credited as one of the first to create a slogan T-shirt with a strong political message. When she met then British Prime Minister Margaret Thatcher