“Don’t take life so seriously, it isn’t permanent”. So said a T-shirt sold by secondhand trader Rory Bruton at Portobello market in London. On a busy Friday, the stalls were awash with people swapping, selling and buying slogan T-shirts. “They always sell really quickly,” says Bruton. “The slogans are mostly pretty stupid but that’s the appeal I suppose.”
Bruton is one of the many retailers at the heart of a trend for vintage statement tees from the 70s, 80s and 90s. The Face magazine says they are “all the rage at the moment” and i-D is calling them “iconic”. Top designers are also getting in on the act. Stella McCartney’s SS23 collection sprawled “Change the history” across a jumper while Balenciaga has “Free styling tips” slapped on the chest.
