T-shirtism

T-shirts are the staple apparel of every man. Be it basic tees or graphic tees, every man would definitely own or have owned a t-shirt in his lifetime. Of course, the women are not forgotten, t-shirts are also designed for women of all ages, as a comfortable alternative on a hot day or with a pair of sport shorts for exercise gear.

T-shirtism is a fictional t-shirt brand founded by design studio, Experimental Jetset, which is commonly known to use Helvetica in most of their designs. However their designs are much more than just a showcase of the font Helvetica. Their designs are functional and have a strong concept and meaning behind each one of them. Due to the huge success of the t-shirt they designed for "The Beatles", the team at Experimental Jetset decided to launch T-shirtism as a sideline project to improve the standard of graphic tees that exist today. While providing the world with quality, limited and comfortable t-shirts.

The launch of their very first store in Singapore took place on June 16. An advertising campaign was carried out to publicise the launch and more importantly showcase the amazing qualities of their t-shirts. Hence the recurring element in the designs were the qualities one would look for in a t-shirt. (Pristine, Convenient, Stylish etc). The qualities listed all have the letter T in them which is the main graphic element used in the brand and the campaign, which can be seen in the logo above.

The concept for the Bus Stop Advertisement was to wrap the entire bus stop advertisement frame with plain white t-shirts and silk screen the design on top of it. This would make the advertisement interactive as consumers would be able to feel the quality of the prints and the t-shirts T-shirtism would sell. What better way to prove oneself than to allow people to test it out themselves.