Sloganwear is gaining popularity among Generation Z. Shirts with the message “no problemo” are all over the place. Aries, a skater label started in London in 2009, has become the de facto uniform for creative professionals across the UK. Charli XCX’s “They don’t build statues of critics,” Hailey Bieber’s “nepo baby,” Olivia Rodrigo’s “God’s favourite,” and Julia Fox’s “starfucker” are among the celebrities who are sporting slogan shirts. Slogan shirts have existed for as long as Alex Bovaird, White Lotus costume designer, but they have grown in popularity in recent years. These shirts vary from the cryptic to the provocative, such as Boycrazy’s “fag” sweater. Sloganwear has grown in popularity due to its ability to express an optimistic mindset while still looking good online.
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