Fight AIDS - Buy a Maison Martin Margiela T-Shirt. [Tangent Magazine]

Charity AIDS t-shirts are not a new thing for Maison Martin Margiela. But what is new is the Japanese design and the concept behind this innovation.

The charity AIDS t-shirt has been an integral part of every Maison Martin Margiela collection for the last 16 years, and each season it comes in a different colour with the same text emblazoned on it:

THERE IS MORE ACTION TO BE DONE TO FIGHT AIDS THAN TO WEAR THIS T-SHIRT BUT IT’S A GOOD START.

But this year, the Maison has made an inspiring and impassioned addition.

From 2010 onwards, each year the notorious Maison Martin Margiela charity AIDS logo will feature in a different language – starting with Japanese.

Usually, t-shirts that carry a slogan allow their message to be read from a distance, dialogue is unnecessary. However, not only is the text for the new edition in Japanese but most of the text is hidden.

The philosophy behind this design lies in the hope that it will encourage people to ask the wearer what is written on their t-shirt and start a dialogue about the issue of AIDS.

It’s not exactly genius, but it sure is logical and innovative.

One would expect no less from Maison Martin Margiela, a fashion house that thrives on epitomising innovation.

The limited edition t-shirt will be available exclusively in Maison Martin Margiela stores as of World AIDS Day, December 1^st, with a percentage of proceeds going to AIDES, a French organisation dedicated to fighting the HIV virus and taking care of patients living with the virus.