The story goes that we were fed up with dour, British irony. It’s as good a story as any… Around this time there were lots of books with titles like Why is Everything Shit? and so on. It’s really only boring people who get bored. You can find something in everything, or nothing everywhere. And so there was a TDR™ phase where we thought we’d try to be (or sat least appear) more optimistic. Love Being for Coke was originally part of a trilogy of ideas with Life Before Death, which we produced for Liberty in London as a T-shirt.

Then there was Kill Yourself which, on the face of it, doesn’t appear particularly optimistic. But it means ‘get over yourself’, as in ‘kill’ your sense of ‘self’ (importance). It maybe resonates even more these days.

The phrase was printed backwards on the T-shirt so that the only time you saw it the right away around was when you were looking in the mirror thinking, ‘Yeah, still got it’. It took vanity to see it the correct way. It’s a new millennium / millennial one-liner gag from 2003.

A forerunner of the later Aim Low + Miss project, this version has the The Designers Republic neck tape originally sold as an edition of 100 via The Peoples Bureau For Consumer Information.

*Approximate Size

Length: 70cm, Width: 55cm.