Fashion has spent the last decade convinced the future of the T-shirt is quiet. Heavyweight cotton. No branding. A small tonal label that you had to squint to read. We loved it too — for a while.
The case for a small mark
A logo, done sparingly, does two things a blank tee can't. It tells the wearer this piece is part of something — a shop, a scene, a point of view. And it lets other people recognise it without a caption.
How we approached ours
- 2cm wide, centred at the chest — smaller than a coin.
- Tonal embroidery, not print: matte thread on matte fabric.
- 220gsm ringspun cotton, pre-washed. Same body as the blank.
The goal isn't to make the logo the point. The goal is to make the logo the reason the tee has a point.