Since the mid-twentieth century, the T-shirt has been regarded as one of the most iconic symbols in fashion and culture. Indeed, it is cheap, classless and globally recognized, and is a key item in many people’s wardrobes. Low price points attributed to the fast fashion T-shirt make it an item available to all. However, this in itself raises questions regarding sustainability. This paper considers how, through its iconic status, the T-shirt can create opportunities for a more sustainable future by exploring the role that the T-shirt plays in encouraging individuals to become activists on a personal level. One of the ways they can do this is by wearing shirts displaying meaningful messages. This prompts the research question, ‘how effective is the T-shirt as a sign vehicle to promote environmental activism?”
Using research drawn from FashionMap, a garment archive housed in NTU’s School of Art and Design, the paper details how the T-shirt has evolved from a protest garment to a tool used by environmental activists. T-shirts which convey messages and signs through their design and typography were examined as communication tools, with a particular focus on protests and brand activism. Primary research using a focus group and wardrobe studies explore how participants respond to the T-shirt as personal expressions of courage, protest, and change. Findings demonstrate how social justice can impact on a personal level through the wearing of T-shirts.