Gone are the days when a slogan tee's sole purpose was to communicate cheeky one-liners, cutesy quips or sometimes downright sleazy content (FBI: Female Body Inspector still sends shivers down the spine).
On the other end of that spectrum is a new collaboration between Sportsgirl and House of Riot, who are emblazoning simple tees with powerful sentiments to turn them into something spectacular.
At the forefront is Aussie model and House of Riot owner Ollie Henderson, who designed the shirts to encourage Sportsgirl shoppers to "speak up, be heard and express themselves”.
In the current climate where women all over the world are reclaiming their power, this collaboration is especially relevant.
"For me, I feel like House of Riot isn't really a conduit for my own opinions and ideas ... it allows people to express their frustrations and feel like they have a channel to say something,” Ollie says.
"I am really honoured to be partnering with an iconic brand such as Sportsgirl to create this line of T-shirts.
"It's really great to see a brand with such influence putting their best foot forward to foster freedom of thought, individuality and to provide a platform of empowerment for Australian women.”
While some may argue a T-shirt won't change the world, Sportsgirl CEO Colleen Callander says what it can offer is a platform for young women to express their views and be heard on a national scale.
"We have a long history of supporting young, bold and creative females across our campaigns and through our collaborations,” she says.
"This is at the core of who we are as a brand.
"Ollie is brave in vocalising her views and passionate about creating a place where others can also feel empowered to do so. We want our girls to be able to feel empowered to be who they are and confident in their beliefs.”
The Sportsgirl X House of Riot tees will be available in Sportsgirl super-flagship stores for the remainder of January.
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