Robertson and Cronje own Big Blue, a men’s and women’s clothes and accessories retailer in Midrand. They recognised that slogans on T-shirts can give a voice to communities.
“The challenge in a world dominated by click-and-share instantaneousness is staying relevant, and when it comes to T-shirts,” said Robertson.
Big Blue started selling handmade wares at the Market Theatre flea market in Johannesburg, and went on to sell in malls countrywide with their tongue-in-cheek slogans and graphic emblems.
While in the past they used the shock factor to push boundaries, they now aim for sophisticated designs. Robertson said young designs keep the brand relevant and T- shirts with an amusing graphic or slogan that makes people feel good about themselves were popular.
“It’s clear that as a nation, we’re proud to be African,” said Robertson. “It seems South Africans like to portray an air of positivity through the T-shirts they wear, rather than being outwardly provocative and political, saying something in a subtle way seems to be the SA way.”
They have been working with the Durban-based Holme Bros on iconic designs for 20 years.
The two companies keep the T-shirts local from start to finish, working with local suppliers and supporting local industry.
“Our focus is on sustainable jobs by only producing our clothing here,” he said. “We support design schools, new designers, artisan dye houses, block printers and small business screen printers. We like working with owners who are as passionate about their product as we are about ours.”
What clever graphics have you seen on a Tshirt? Tell us in the comments!
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