The birth of the slogan tee

“Slogans work on so many different levels; they’re almost subliminal. They’re also a way of people aligning themselves to a cause. They’re tribal. Wearing one is like branding yourself.” Katharine Hamnett

In the 1980s, the slogan tee came into its own with Katharine Hamnett’s infamous designs. But it’s history is said to have begun a few years earlier. In the 1960s when a shop called Mr Freedom on the King’s Road in Chelsea started to sell Disney-inspired t-shirts.

Below’s a brief history of the label started by Tommy Roberts & his business partner with a selection of the slogan tee, jeans & other designs they created.


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