Before internet and social media gave people a platform to share their ideas, the t-shirt was the way to express yourself – if you had something to say, you’d say it on a t-shirt.

In times of so many online protests, Opening Ceremony wanted to pay homage to the cotton tee, and remind people of its history of ‘offline’ self-expression and activism, in ‘The Most Powerful Tee’ campaign.

Recognizing that the tee holds an iconic place in fashion history, this collaboration with Cotton celebrated the timeless medium by releasing a limited-edition shirt that came with a marker, only so you could speak your mind up.

My role: Director
Agency: DDB New York
Production: Hypebeast