‘I hate owners’: slogan baseball caps turn heads on social networks | fashion | Bot To News

A specter haunts social media: the specter of socially conscious youth wearing baseball caps whose messages are tailored to the moment.

Leading the charge is a £20 sterilized black cap with ‘hate owners’ sewn on in white, sold through left-wing media organization Novara.

It’s closely followed by Pasadena Leisure Club’s embroidered ‘Stay off my day off’ cap, a phrase that in some ways speaks more broadly to workers’ rights (albeit for £55), and in the same sentiment, a blue cap emblazoned with ‘I I don’t work here” sold by Idea Bookstore, a London retailer beloved by the fashion left. This cap also comes in white.

All the anti-capitalist tapas — “anti-tapas,” if you will — are selling hard, according to the places that stock them. But it’s the Hate Landlords hat that captured the mood.

“Political merchandise has always been a way of expressing frustration or looking at the other side of the coin – hope,” says Vicky Spratt, housing journalist and author of the book Tenants. “Having a slogan on a cover that expresses the frustration felt by so many tenants today may seem niche, but it’s incredibly universal.”

The cap started as a joke, says Gary McQuiggin, head of video at Novara, who came up with the idea. Snowball has become something much more charged, he says, because “it taps into a sense of exasperation that many tenants feel, where your material circumstances are diminishing, the country itself is in decline, and there’s this person you give a big part”. your salary and in many cases they don’t do much to earn it”.

Spratt agrees, likening the disparity between wages and rents to “the Sisyphean experience of rolling a boulder up a hill only to see it roll down.”

Slogan t-shirts have been an expression of wearer’s values ​​for years. First popularized in the late 1960s by Mr Freedom, who sold Disney’s Donald Duck T-shirts on Kings Road in London, it was Vivienne Westwood in the 1970s and Katharine Hamnett in the 1980s who gave theirs a more political bent. A picture of Hamnett meeting Margaret Thatcher wearing a “58% Don’t Want Pershing” T-shirt, a reference to US nuclear missiles, appears in newspapers and magazines around the world. The designer’s choice of clothing marked a historical moment that might otherwise have been forgotten.

As long as there was revolutionary politics, there were revolutionary images. The logo of the Campaign for Nuclear Disarmament lent itself perfectly to the clothing and the Che Guevara T-shirt became so ubiquitous that it was almost completely depleted of its political significance.

The choice of cap, which is so closely associated with streetwear, is the next logical conclusion of wearing the slogan. “Baseball caps are fun, but they’re also functional,” says Spratt. “Wearing something is not just fashion, it’s a reflection of the situation.”

Neither McQuiggin nor Spratt think slogan covers have the power to change the situation. The irony of spending money on an anti-capitalist movement is not lost on Spratt. “First of all, you need £20,” she says. But it’s not simply about selling something, it’s about taking a state of mind, making it easy to access, and putting it into action to create awareness. “Sometimes you just have to have a little catharsis and that’s it,” he says McQuiggin.

In the face of the looming recession, many organizations have had to diversify their income streams: profits from the limits go to Novara journalism, a much-needed boon at a time when traditional media income streams are in decline.

But with Christmas just over two weeks away, if you’re still looking for a gift for the partner in your life who shares everything, you’d better move fast. “There’s only a handful left, but they’ll sell out before Christmas,” McQuiggin says. “For what it’s worth, the Marx t-shirt and ‘literally communist’ t-shirts are also super popular.”

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