Whether it’s a cheeky graphic tee or a DIY Nickelback t-shirt that stops passersby in their tracks, we all can agree that sporting a bold tee makes us feel powerful. One might say, even more so than donning a pair of vintage Jordans or Yeezys.
"Today’s slogan tees almost feel like a reaction to the daggy sloganwear that dominated millennial fashion," the Guardian wrote in March, noticing the rise in hyper-specific and hyper-ironic tees. Sure, you could argue there's a difference between a t-shirt that feels like an eye exam at the optician and an ironic tee that took a sharpie to make. But in the end, no matter how sloppy, tacky or 'cursed' a shirt might seem, it's all in the eye of the beholder. Unless it's your mom, then you probably have to "put on something nice" instead.
While it might seem that celebrities with their restless teams of fashion advisers don't appear in one of these 'cursed' t-shirt lists, that's not true. In fact, one of the latest examples of ironic tee usage was by Rihanna herself. Last month, the heavily pregnant pop star posted a picture of herself wearing an oversized tee printed with the phrase “Use a Condom”. Rest assured, the fans loved it.
'Cursed Shirts,' a page that originated in July 2018, meanwhile has amassed an impressive following of over 51k fans and even earned a mention in The New Yorker magazine. As everyone indulges in a guilty internet pleasure, this page offers a unique experience for its followers who revel in the fascination of exploring the oddest and most peculiar pieces of clothing from all corners of the world.
We're all desperate to make a statement, to stand out in the sea of selfies and avocado toast pics, right? And that's precisely why ironic t-shirts provide the perfect vehicle for our wittiest one-liners and clever pop culture references that might only be understood by your best mates. It's like wearing a meme on your body - who wouldn't want that level of internet fame?
Moreover, ironic t-shirts, while not 'cursed' per se, are a fabulous way to navigate the treacherous waters of modern-day communication. We live in a world of emojis and gifs, where sarcasm reigns supreme. It's not easy to convey your true feelings in a text message, but fret no more! Let your tee do the talking for you. Whether it's a subtle wink or a full-blown eye roll, these tees are a masterclass in passive-aggressive communication.
But why are we attracted to ironic clothing after all? Well, that is the question Caleb Warren, an associate professor of marketing at the University of Arizona, set out to answer in his 2018 study. "What we found out is that most of the time, observers don't realize when someone is consuming something ironically. It only happens when both the observer and the consumer recognize that what they're doing is different than their normal taste or their normal identity," Warren explained to Bored Panda during a Zoom call.
According to Warren's study, you are more likely to make a solid impression on someone who can't stomach Justin Bieber or Donald Trump if you're wearing ironic Bieber or MAGA apparel. Of course, it has to be quite obvious that you don't take the slogan for granted unless you don't mind sending mixed signals.
Because of this, Warren tells us, "ironic consumption provides a means to send dual signals - one signal to your in-group who understands you're being ironic and another signal to a broader audience who doesn't recognize that you're being ironic." So, sort of an inside joke but in the form of a cheeky garment.
Of course, just like sarcasm, irony too is a double-edged sword. "You can wear a really provocative piece of clothing, like a crazy hat, and if people are like, 'That's awesome!', you can gain sort of status and esteem for that," Warren argued.
"However, it risks people being like, 'Oh my God, that is so ugly. What were you thinking?'" he added as a counterpoint. And that's where the charm of 'cursed' clothing lies: you can leverage irony just like how we sometimes use traffic as an excuse when we're late for work (sorry, chief!) - it becomes a way to brush off any misjudgments or negative reactions. "Anytime you don't want to make a strong statement about your beliefs or identity, then irony can help."
