The Power of the “I ❤” shirts:
By: Jillian Antretter
T-shirts are a uniquely American fashion silhouette that has spread to the rest of the world because of their versatility, comfort, and ability to serve as a canvas for full creative freedom. Whether it’s a plain black tee, a shirt with a bold message, or one featuring the graphic design of your favorite pop culture moment, the T-shirt is a staple found in every wardrobe. T-shirts can be whatever you want them to be, but let’s go back in time to when a simple t-shirt, designed with a small message, became a fixture in society.
It all begins with one of our favorite fashion capitals of the world, New York City. During the 1970s, it was a chaotic time for NYC, crime rates were up, safety concerns kept people from visiting, causing tourism to go down, along with the economy. New York City wasn't the dream destination the way we see it today, the city was in desperate need of a makeover. That’s when the city called up the Wells Rich Greene ad agency, hired to create a campaign that would cast a positive light to draw tourists back to the city.
That's when Mary Wells Lawrence comes in, the president of Wells Rich Greene, the first woman CEO of a New York stock exchange listed company. Thanks to her, she created the “I Love New York” campaign along with a broadway inspired song and commercial to get the city we love back to its former glory. But during this, there was something missing, she needed a logo, an image where the campaign can be seen across the world. That’s when Milton Glaser was hired, a graphic designer known for his various advertising campaigns, posters and book covers across NYC.
In 1976, while riding in a cab on his way to his first meeting with Wells Rich Greene, Milton Glaser quickly scribbled in red crayon his logo idea for the ad agency. This was a simple moment in history that became a cultural phenomenon, a love letter to NY, and a global icon that has become a staple around the world.
In 1977, the logo was launched, casting an amplified message of love and pride for NY, which was immediately seen as a global symbol. However, what many tend to overlook is that, while an iconic image was born, more importantly, a fashion icon was born. The simple t-shirt design has gifted society not just a love letter to NY, but a powerful design that conveys personal messages.
Whether it's “I heart me”, “I heart Paris” or a voice for social movements like “I heart the planet,” this simple design has and continues to serve as a tool for self-expression. It oers an easy yet impactful way for people to showcase what they truly care about. The fashion inspired by this design has evolved into a bold, unapologetic statement piece and a timeless symbol of individuality. Unlike most trends that follow the typical fashion life cycle of rising and falling, the “I heart” t-shirt has endured well beyond the usual cycle, empowering its place as a cultural icon.
It’s not just a passing trend, this shirt represents the power of graphic design within the fashion world. The history and significance of this simple design resonates across generations and cultures. It’s a statement piece that has evolved over time, becoming a design that transformed into personal expression, pop culture references, and social movements, making it a timeless piece in fashion.
Fashion itself is constantly evolving, often drawing inspiration from the past while embracing new technologies to push creative boundaries. Fashion is many things, I think we can all agree it’s an essential part of society. It can be a choice of activism, a celebration of culture, a feeling of nostalgia, or, as we all know and love, a voice for individuality.
The “I Heart” design is a perfect example of this evolution and how fashion can be almost anything. Proving that a simple idea can adapt and remain relevant in a world where trends come and go. As mentioned before, a t-shirt serves as a blank canvas for full creative freedom, but the “I heart” shirt is the canvas that provides a universal voice, allowing individuals to express their passion, beliefs, or simply pride for a city. It’s a design that has become a symbol and a visual language that connects to almost anyone. Unlike basic trends that fade with time, this iconic piece continues to evolve, reminding us that true style is about more than aesthetics, it’s about meaning.
