While the guidance on what exactly we’re allowed to do, who we can hug and can’t, and how big a metre really is has been staggeringly unclear around “social distancing”, it’s probably safe to say we’re not ready for cuddle puddles with potentially tickly-cough-laden near-strangers just yet.
And while the government seems hell-bent on doing as little as possible to protect people, maybe T-shirts can. At least that’s the hope of the team behind Distance Couture, a range of shirts with often-hilarious, always beautifully designed imagery hopes. The range is the result of a collaboration between creative agency
Participating artists including Katy Edelsten, Animationseries2000, Daniel Fishel and Leyla Reynolds; ad a raft of artists represented by agency Pocko including Simon Landrein, Michaela Pichi, Marco Oggian, Dave Anderson and Paul Bower. AMV BBDO’s in-house creatives Vanessa Robinson, Tim Riley, Prabs Wignarajah and Nick Hulley also took part, led by Lauren Peters and Augustine Cerf who initiated the project, as well as designing for it.
Slogans include ‘Let me tell you how amazing my kids are!’, ‘Super Spreader’ and ‘Let me sell you some Miracle Bleach Cure’. One of our absolute faves, however, is Michela Picchi’s Free Hugs tee – a statement that’s abhorrent at the best of times (though helpful in being able to make a pretty decent judgement of someone’s character—in this case, a bit of a dickhead) – but particularly inexcusable in these strange, unprecedented, tactility-free times.
“It’s basically PPE for civilians,” says the Distance Couture team. “The T-shirts make social distancing just that little bit easier by keeping close talker at bay and scaring off that bloke who gets up in your space in the fruit and veg aisle. Don’t just stay alert. Stay TF away from each other.”
The designs are available to buy from
Animationseries 2000 (Syrina & Vladimir)
Distance Couture Design, Linkedin
Distance Couture, Super Spreader
Distance Couture Design, DTF
Marco Oggian (Pocko)
Distance Couture Design_AntiVaxx
Paul Bower (Pocko)
Distance Couture, Design World’s Best Dad
Distance Couture Design, Icke T
Dave Anderson (Pocko)
Distance Couture Design, Customer Survey
Michela Picchi (Pocko)
Distance Couture Design, Mansplain
Distance Couture, Design Kids
Leo Leigh (Somesuch)