"Barthes" T-Shirt White
"Barthes" T-Shirt White
"Barthes" T-Shirt White
"Barthes" T-Shirt White
"Barthes" T-Shirt White
"Barthes" T-Shirt White

"Barthes" T-Shirt White
Free Gift


“It is not the object but the name that creates desire; it is not the dream but the meaning that sells.” – Roland Barthes

In 1967 French philosopher Roland Barthes published Système de la mode (The Fashion System), a text that considered the language of the fashion magazine. The work gives this collection its name, so naturally we thought it deserved a garment of its own. This white cotton t-shirt features a black print of the original title page of Barthes’ exploration of the rhetorical code of our very own industry. No special inks or coatings here – this item’s magic is in the text itself. 



  • 100% Cotton
  • Made in China



Front length shoulder to hem
XS (66cm), S (70cm), M (74cm), L (76cm), XL (78cm), 2XL (80cm)

Chest width front
XS (46cm) S (49cm), M (53cm), L (57cm), XL (62cm), 2XL (66cm)

Male model is 186cm and wearing a size M
Female model is 172cm and wearing a size XS

About "Système de la Mode"

This is not a Spring/Summer collection. This is a Spring/Summer system.

SYSTÈME DE LA MODE proposes a linguistics of clothing, a study of fashion as language and garments as signs. Each piece is a double entity.

Words change in meaning and usage – not just over time, as trends shift, but in the immediate present, reacting to the context of the now. In SYSTÈME DE LA MODE, clothes change, too: their appearance morphs, their message transforms.

Language fulfills a dream of identity and play – of being ourselves and being acknowledged, and of multiplying our identities in live response to our world. Just as one plays with words, in SYSTÈME DE LA MODE we play with new materials. We communicate with textiles that are as sensitive to body heat as we are to the rising temperature of a conversation, and that pick up on the coldness of the outside air as we register the irony in a remark. We layer sheer fabrics like we layer meanings – a material innuendo or double entendre. Our semi-transparent outerwear tells delicate half-truths. Our logo hides within a knit top by day, but asserts itself at night, reflective in the spotlight. Recurring gunmetal details appear in different garments like our latest catch phrase. Our handprints, smudged on heat-sensitive leather, fade as quickly as our memory of a friend’s exact words – but register the lasting energy of their presence. Printed geological heat-maps of our immediate environment – Berlin, where we live and work – become legible in the sun, faded neons charting shifting temperatures and temperaments.