The most primitive construct to consumers is that shopping centers, or malls, or whatever you want to call them are fashion-forward. They’re not. They’re just shit-holes. When shopping within this maze, one is confronted with row-after-row of the ordinary, that showcases nothing more than the most basic and elementary forms of brand culture. Nothing pioneering is sold within these walls. Nothing avant-garde. In fact, the only thing of style are the skaters that glide through the carpark whilst being chased by security.   

And, if you are foolish enough to venture to a mall on a weekend, then you have just the landed at the footsteps of hell. Or to steal a quote from Sam Neill’s character from the film The Event Horizon:

“That place beyond the stars, a gateway to a dimension that is pure chaos”.

Dr. William Weir

Fortunately, the ones the set the standards don’t reside within those walls – with the exception of Carhartt WIP or Stussy. Here’s a look at the best t-shirt labels – guys, girls, unisex, and everything else – that you’ll never see at a Westfield or any other shopping mall. 

Streetwear: Only NY

Only NY is like Tom Brady, a sixth-round pick that turns into a hall of fame selection. For the price, it dominates. Only NY gets everything right from the neckline, to the fabric’s weight, the colours, and especially the prints, all of which, are on point. 

Mid-Range Street: Aries

The gravitational pull of the Aries temple t-shirt is that it covers vast categories of human movements. Skaters will wear it, surfers will wear it, art students will wear it, east-end boys and west-end girls will wear it – it’s for everyone. The t-shirt is also made from premium cotton that is designed in London, made in Italy, and worth every penny. 

Sportswear: Tracksmith

Tracksmith’s roots are from New England and the spine of their creativity reflects upon many of the famous universities in that area. Tracksmith are the Rolls Royce of the sportswear world. Their trademark slash across the front of their garments are both regal and imperial. It feels like what an ivy league university student would wear if they were competing.  Best of all, it is designed for running, an oversight that most sportswear/activewear companies don’t consider.   

Outdoors: Filson

If John Wayne was alive today, he’d wear Filson. As expressed earlier, all great designs reflect a city or an area, Filson represents the outdoors. An outdoor company whose t-shirts hold-up stylistically on the streets of any city like NYC, Memphis or Stockholm. 

Streetwear: NOAH

Let’s be honest, everyone would like to live in New York even if it’s only for a brief period of time. The city bows to no other from a style point-of-view. And, Americans are the masters of the printed tee. NOAH, which was born in Soho, captures that all of that and some. 

High-End Streetwear:

Palm Angels

One of the most expensive cocktails on this menu. Some might say that Palm Angels is overpriced, but money is relative and the price of cultural capital is valued differently dependent upon the individual. If you like it, buy it, it’s your money. If you think it’s a rip-off, don’t buy it. 

Vintage Inspired:

Big Bud Press 

If the films Almost Famous or Boogie Nights could metamorphose into a t-shirt, it would be a Big Bud Press tee. Their t-shirts are vintage inspired but with a slight progressive twist. Whilst Tracksmith reflects New England, and Only NY embraces New York, Big Bud Press venerates the vibes associated with 1970s Los Angeles/California. 

Store: Wood Wood  

Wood Wood’s t-shirts are subtle and impeccable. It’s what Scandinavians excel at: simple and clean lines with minimal prints. Their t-shirts are like drinking a Pinot Noir, they go with everything.  

High End:

Alexander McQueen

This isn’t for light-beer drinkers or the decaffeinated. It will leave a dent in your wallet and maybe your head if your better-half finds out the price. But, it’s McQueen and the skull print will generate views when wearing it akin to a swimsuit haul on YouTube. 

Basics: Los Angeles Apparel

Emerging or re-incarnating from the ashes of American Apparel, Los Angeles Apparel’s provocative imagery still teases the senses. For a company that creates high-quality basics, they are the starting point for anyone after a basic t-shirt.