Posted by By MJ on December 15th, 2008

Positive Thinking Thrives at Oath Threadline

When you make an oath, you’re making a solemn promise. It’s a big deal, so you have to choose your words wisely and be willing to work hard to live up to the commitment you’ve made. Oaths are sacred, because once broken your word will never mean as much as it did before.

Given the importance people attach to oaths, Oath seems like an interesting pick for a clothing label. But as it happens, the name was incredibly well chosen because each shirt is designed with one thing in mind: a commitment to living right, straight edge style. Many tees are slogan-based, broadcasting the wearer’s beliefs (Give Respect to Earn Respect) or re-enforcing their goals (Be Brave).

What I love about the collection is the way it seems to tweak branding- so many shirts are done in similar styles, but with a huge logo emblazoned on the front instead of a catchy phrase. But doesn’t it make more sense to promote a belief than it does to promote someone else’s company?

Food for thought, and a statement that lurks behind all the shirts printed at Oath.

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