Japanese e-tailer Zozotown has offered a special-edition ‘No War’ T-shirt “to support those who have been deprived of their peaceful life in Ukraine¨. Why are there no similar initiatives among our fashion businesses?
“The peace that everyone naturally wants is now lost,” read the promotion copy for the Zozotown special-edition ‘No War’ T-shirts. “The ordinary everyday life of people who, like us, should have been able to spend time with family and friends with a smile suddenly disappears one day.” As “humanitarian aid to Ukraine”, proceeds of the sale of the T-shirt will go to ADRA (Adventist Development and Relief Agency) Japan. In an official statement, ADRA International “calls for peace for the people of Ukraine and mobilizes relief for millions of people impacted by the war.”
While not exactly a creation in the vein of Supreme tees, these simple, 100% cotton, crew-neck, white tops have already hit the number one spot on Zozotown’s merchandise ranking just a day after its launch on 1 March. Available in two unisex styles for young and old, they sport motifs in yellow and blue, the colours of the Ukrainian flag. For kids, a garland in the form of the peace symbol and, for the adults, two flowers on the left side of the chest, with a short text below that reads, “NO WAR IN UKRAINE”. The item is described as ‘Ukrainian Humanitarian Charity T-shirt’, and is available by pre-ordering only (unfortunately not outside Japan). In its promotional material for the T-shirts, four hashtags of #nowar appear in three other languages too: Japanese, Ukrainian, and Russian. Zozotown is clear of their intent: “to support those who have been deprived of their peaceful life in Ukraine”.
A quick survey of some of the most popular local e-shops reveal no such initiative. At The Editor’s Market, the homepage asks visitors to “explore” their “Forever Hits”, described as the brand’s “most wanted silhouettes back and in better shape than ever”. Love, Bonito’s homepage skips any message altogether, going straight to their merchandise under a banner ‘Women’. Fayth is promoting ‘Back to Work’, or “sophisticated looks for the office”. Weekend Sundries is still in a festive mood, showing off ‘A Feast of Colours’, featuring “new limited edition prints for good cheer this holiday season”. We were discouraged and did not go looking further. Nowhere on each of these sites mentioned the occurrence of war. Or, offered a denouncement.
A marketing head said to us that for most fashion retailers, “staying neutral is probably the best”. Moreover, it takes too much effort to create new merchandise that is already past each brand’s production schedule. He added, “As a society, we are rather indifferent to such thing—attacks not happening near us. Few people would have heard of Ukraine!” At a Uniqlo store early this afternoon, two young women were looking at T-shirts featuring recognisable characters from Studio Ghibli. We asked them, “what attracts you to these?” One of them replied shyly, “they are cute, lor.” We asked again, “Would you wear a T-shirt that says ‘No War’?” Their puzzlement is unmistakable: “What war?” Zozotown, Japan’s largest fashion e-commerce site, is straightforward when they said, “We oppose the war.” So do we.
Product photos: Zozotown. Typography: Zozotown. Collage: Just So