Patronage Will Never Sell: How Corporations are Ruining T-shirts

In a chaotic world, I would gladly wear bright colors and fun clothing, but a graphic t-shirt with bows that says “I’m literally just a girl” is not one of those. Shirts with Diet Cokes, small animals, bows, and condescending slogans are the newest and now most common fashion in the majority of clothing brands, a decision that simply confirms one thing: brands still think women are easily manipulated, a poor assumption in an ever-changing society.

If you have spent any time on TikTok in the past year or two, you’ve seen trends of “girl dinner,” “girl math,” or anything of a similar nature, created by women for playful content. What was once started as a simple, fun trend spiraled out into an argument for male chauvinism, twisting the concept into an excuse for blatant sexism. This in itself is not bothersome because of how predictable an outcome it is, a pattern of society taking something women find joyful and using it against them. What bothers me is the way clothing brands have chosen to capitalize on such sexism, and the outrageous belief that doing so will create profit. Fun graphic tees are one thing, but slapping a bunny graphic and the slogan “super innocent” is degrading on numerous levels.

Many of these shirts can be found in various popular locations, from Target to Aerie. What I have particularly noticed is that these shirts are usually baby-tees, an item of clothing that women commonly wear, and have either bright shades of color or bows on them. For example, Aerie has a T-shirt of a squirrel that has a stitched slogan of “easily distracted,” currently on clearance online and in stores. Even places such as Five Below include merch that says “this is who you’re talking to” with a graphic of a kitten. Another is Target, with a graphic of a bear and a slogan saying “Don’t poke,” and endless more examples of underlying sexist slogans that are thought to sell. 

So, why is this so critical that items like these are acknowledged as a growing problem? Obviously, it is rather easy not to purchase such products and support brands that properly support women. But many overlook the fact that fashion has always been used to restrict and politicize women. Fashion is a form of self-expression and identity, but it has been used against women to demean our worth. Beyond how progressive our society has become, beyond the diverse fashion brands that advertise and market themselves as feminist, brands continue to ‘subtly’ produce belittling, sexist products that completely juxtapose the stance they present themselves to have. Aerie, for example, has a primarily female audience, acknowledged in their mission statement “to build confidence in women” and “foster an inclusive community.” How do products with sexist slogans and graphics fulfill that mission? Female-based brands or not, the assumption that women will purchase products that degrade us brings feminism three steps backwards. It exposes how the brains behind the brands think beyond the lowliness of women, assuming that women will not think critically about the messages that the clothes we wear send, or even how the messages themselves are underlyingly discriminatory. 

No, brands probably won’t stop producing products like these, beyond the unethical intent of the shirts. With all of this given, how do we stop such problems when pathos will not? Logically, the most effective method is to call out these brands and stop supporting them. A successful example is Starbucks, who have lost thousands upon thousands of dollars from its stance on the Israeli and Palestinian conflict, calling for a change of ethics. It is undeniable that many rely on places such as Target for everyday necessities, and cannot just halt such. Regardless, raising general awareness of what these companies are producing and getting away with helps tarnish their reputation and pressure these brands to reconsider their stance. 

Misogyny itself is present in numerous places, but female-focused clothing brands are the last place it should be found. Women live in a world where fashion is curated for physical appeal rather than comfort and sustainability. If these brands truly claim to be progressive, the respect, dignity, and rights of women must be prioritized. In a world that exploits women, it is vital that women are recognized as more than consumers of fashion, but as individuals continuing to fight the patriarchy. Without being put into practice, these brands can never authentically support women nor advocate for the rights of their customers and supporters.

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• #feminism
• capitalism
• fashion
• Sexism in Society
• style