Review – Cui Shirts

Find Cui Shirts on instagram

Cui Shirts is an online project and zine that documents t-shirt slogans gone wrong. It’s a fun project with a big task. It’s squarely aimed at making fun of bad design, poor translation and the sometimes genuinely weird slogans on the fast fashion of Asia, but at its heart it wants to show the hollowness of that consumerism and the lie that it lets you be an individual. 

Fast fashion squarely sets its stall in sass and an ‘up yours if you don’t like’ attitude, with the occasional foray into ‘positivity meme’ territory. At its heart it’s crass, trying to sell individuals the sense that mass production can make them truly an individual. 

So, whilst there’s a little sense of harshness to laughing at awkward translations into a foreign language, there’s the balance of mocking such a hollow cash grab and the lying mask it wears. 

Cui Shirts latest zine really pushes into that thought by adding additional commentary in the form of the life costs these slogans carry with them. You can see its aim clearly, it’s about trashing consumerism and it’s fake ‘I’ll set you free to be you’ lies and not so much about  poor grammar or translation. 

I also love the shiny, textured paper that the zine is printed on, it looks and feels lovely. 

There have been previous issues, including my personal favourite that came hung on its own coat hanger. 

Cui Shirts is a touch of class in the trashy fashion slogan market. 

P.S. even the envelope is great, look at those seals!!

All images copyright their respective owners and shown for purposes of review only

Contents copyright iestyn pettigrew, all rights reserved

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