New shirts: Not normal

May 01, 2017

New shirts: Not normal

We’re adding a new shirt (“Not normal”) to the store, and this is one of my favorites. Its concept is simple, though the execution adds a few different layers of meaning or implication.

During one of the protests around the 2017 presidential inauguration, we saw a clip of someone walking with a handwritten cardboard sign with the words “THIS IS NOT NORMAL!” At the same time, we both thought, “that should be on a shirt so it could last much longer than the life of a cardboard sign.” We had a hunch this phrase would be brought up over and over again as a reminder to not ever think what we've been watching unfold was normal. That we would continue to see ugly behavior, greed, lying, deception, and disenfranchising like we’ve never seen before in our lifetimes.

We took the design through multiple iterations and hosted several rounds of feedback with friends before landing on the final version.

Iterations of our "Not normal" shirt

All proceeds from our Not normal t-shirt go to United Way. United Way goes above and beyond to try to bring some normalcy to people that otherwise may not ever see the opportunity to live “normal” lives come their way.

United Way

United Way improves lives by mobilizing the caring power of communities around the world to advance the common good. United Way envisions a world where every individual has an opportunity to succeed, and entire communities thrive as a result. We’re getting a little closer everyday, with help from millions of people around the world.