Slogan t-shirts gained momentum throughout the 1960s, given their fun and subversive nature and ability to express both individuality and political and LGBTQ+ activism. Having previously been worn as undergarments, t-shirts themselves were not popularised as outerwear until after World War 2. 

They were soon adopted by subcultural groups as a useful means of expression. When messaging became popular and the slogan t-shirt emerged, social commentary was at the core. 

In the 1960s and 1970s, slogan t-shirts were helpful ways to express identity and show solidarity with the LGBTQ+ community, through subtle messages and symbolism that other queer people could recognise, as well as through explicit political statements and protest t-shirts. This decade also saw anti-war slogan t-shirts protesting the Vietnam War. 

In the 1980s and 1990s, slogan t-shirts were used to advocate for those affected by AIDS. The famous poster ‘Silence=Death’ was printed on t-shirts for protestors by ACT UP (AIDS Coalition to Unleash Power). Other slogan t-shirts bore messages such as ‘Ignorance=Fear’. 

In the UK, the slogan ‘Never Going Underground’, matched with the symbol for the London Underground, was used in 1988 to protest Section 28 of the Local Government Act, which made it illegal for public bodies to “promote homosexuality”. In an era before social media, the slogan t-shirt was a powerful way to protest government inaction and media disinformation through visibility and compelling messaging. 

Today, the slogan t-shirt lives on in activism and self-expression within the LGBTQ+ community. It has become a way to both advocate and fundraise.

Slogan t-shirts are an intersection of political activism and popular culture. An example of this is the ‘queer was always here’ campaign in 2022, spearheaded by actor Sebastian Croft, known for his role in the hit TV series Heartstopper. 

Croft worked with designer Kieran Blakey and Everpress to create the campaign t-shirt, which featured two queer dinosaurs kissing and the slogan ‘queer was always here’. All proceeds were donated to Choose Love and Rainbow Railroad, helping queer refugees fleeing prosecution. The campaign raised £180,000. 

Since the 2022 campaign, Croft has added new slogan t-shirts to the collection, continuing to raise funds and awareness. His t-shirts have been worn by many celebrities, including his Heartstopper castmates, Troye Sivan, and actor David Tennant. 

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Queer-led slogan t-shirt campaigns continue to offer visibility and advocacy in an uncertain political climate. The ‘Protect the Dolls’ t-shirt, designed by Conor Ives, has been worn by several stars over the past few months, including Pedro Pascal, Charli xcx, and MUNA’s Naomi McPherson. 

GCN has its own collection of merchandise, featuring an array of protest tees and powerful slogans, allowing you to show your colours all year round, while supporting Ireland’s national LGBTQ+ press.