Read my chest

Summertime, and the slogan T-shirts are everywhere, as David Hayes reports

IT HAPPENS every ummer.

Along comes an item of clothing that never made much of an impact on the catwalks or in the glossy magazines but, as soon as the sun comes out, half of London or at least that half under 35 appears on the streets wearing the same thing. In 1999 it was combat pants. Last year it was jeans dark or faded, but always low on the hips and tight on the bottom. Now it s the slogan T-shirt. Or rather any T- shirt that has a name, a message, or a brand name emblazoned across the chest.

Of course, the idea of wearing a name, especially if it is someone else s, on your chest, started with the Madonna/ Britney stunt last year. But it was artist turned T-shirt man Toby Mott who really gave the message T-shirt its current cool status. Persuaded by friends to put the slogans from his canvases on to T-shirts three years ago, his Toby Pimlico label was first snapped up by The Cross in west London, which put in an order for 50 of his scrawly designs. The first batch of customers included Kate Moss, and since then his childlike scribble print tops have become a familiar sight. Remember Geri Halliwell s Yoga kills tee? Yes, that was one of Mr Mott s. This year s best-sellers from Toby Pimlico (prices start from 35) include I love boys , Model turned actress , as well as I need therapy as yet not sported by Ms Halli-well, but cynics may say it is only a matter of time.

Cool streetwear label Hysteric Glamour is another company which has been in love with the slogan for quite some time.

Sold in hip South Molton Street outlet Browns Focus, its F*** with me and I ll kick your ass back to the Stone Age ((45) is a best- seller. Not surprisingly, the race for the most attention-grabbing slogan is on. Police were called in to remove a Virgin F***ing Mary T-shirt from Savage s shop window in Newburgh Street, W1, after complaints.

A word of warning, though. If you do fancy splashing out on one of this summer s slogan T-shirts, wearing your thoughts, or at least someone else s thoughts you kind of quite like, across your chest can leave you open to all sorts of unwelcome abuse. For example, unless you have the goods to back it up, investing in French Connection s Fit, Chick, Unbelievable, Knockers (20) is probably not best advised.

Say what? This summer's slogans

"Goddess" - 19.99, River Island.

"Eat me" - 10, Pilot, 146 Oxford Street, W1.

"Anytime/anywhere" - 12, Topshop.

"I'm good at being bad"- 45, Hysteric Glamour.

"Mind the bollocks" - 12, Top Man.

"Born to be free" - 9.50, Zara.

"Punk Lady" - 230, by Champagne Canvas from Browns, 23-27 South Molton Street, W1.

" Kiss and lick" - 20, from Savage, 14a Newburgh Street, W1.

"Race Girl" - 8, from H&M.

"Cherry" - 30, from Oasis.

"Rowdy F***" - 13, from Urban Outfiters, 36-38 Kensington High Street, W8.

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