In the late 1970’s the humble T-shirt had already enjoyed more than a decade as a major canvas for the expression of imagination and opinion. The hippy movement born of the 60’s had long since run out of steam and it’s people had either ‘gone off grid’ or joined the ‘rat race’. The scene may have been scattered but the message of the time remained on Album covers, posters and T-shirts, the voice and mood of a generation forever immortalised as a art genre. Slogans such as ‘FLOWER POWER’, ‘MAKE LOVE NOT WAR’ and the C.N.D logo for peace had now become historic landmarks in the evolution of music and social consciousness.
While the mainstream ideas of art were still hidden in cold and lifeless galleries the youth of the late 70’s were enjoying the uprising of science fiction and fantasy art, mainly promoted by the music scene and rock bands in particular. This more accessable form of art was up front , affordable and on the streets. By now the band T-shirt had become the most important piece of merchandise after the music itself and possibly the album cover. This association between music and art was to find it’s way into the hearts and wardrobes of every generation to come.
It would have been forgivable to believe that the printed T-shirt reached it’s peak with the heavy rock scene. Good heavy rock bands always had great fantasy art on their T-shirts but as alternative music embraced alternative art the best was still yet to come.
While a unbalanced system slowely squeezed the poor and political promises turned to rust a new genre was steadily taking form with the disillusioned youth and T-shirts became their tool for expressing their disatisfaction with the times. Punk Rock was to hit British society like a slap in the face. The gloves were off and the T-shirt again screamed a generations alternative ideas and thoughts, making it very clear how the youth were feeling. The cross over of Punk Rock and the British Ska scene elevated the message carried by T-shirts to new hights, displaying heavy support for anti fascist and anti racist movements. People wanted equality and again they wore their feelings across their chests.
As demonstrations and picket lines became a norm in a disgruntled society the T-shirts message evolved along side the protest placard. To attend a political rallies or demonstration was to be met by a sea of alternative views and slogans printed on T-shirts. These were alternative ideas that were rarely covered by the mainstream media and certainly never addressed by any schooling of the time. The printed T-shirt was informing and educating people as much, if not more than the average stuffy classroom and encouraging our ability to think outside the box.
The T-shirt has now cemented it’s place in our hearts as a great canvas for projecting more character and personality than any other item of clothing. Ideal for expressing yourself without getting in anyones face it allows for pride without being pushy. After all, no one likes being shouted at. Reading a slogan is YOUR choice.
However, with all this said, there are no rules or boundaries to what can be printed on a T-shirt and if you don’t like it you don’t have to wear it. Wether the slogan reads, ‘I love cats’ , has a stronger political message or is just used as an advertising platform , printing on a T-shirt will never go out of fashion. This is the true strength of this medium.
