Forget Gucci. This gear from Philly designers reps this city better. Here’s where to buy it. | Elizabeth Wellington

I may be a Philadelphian by way of New York, yet still, when I come across apparel that reps Philly — whether in a specialty store or at an outdoor festival — I scoop it up.

My dresser drawers are packed with all manner of jawn T-shirts and Brotherly Love tote bags. Unlike the touristy “I love New York” tees and tanks, images of Philadelphia’s soaring eagles, cracked Liberty Bell, LOVE statue, and, yes, even our ugly orange mascot Gritty, are a shout-out to all that is authentically Philly.

That’s why when Gucci’s “Philly Vs. Everybody” T-shirts started popping up on social media, I was left feeling some kind of way. I wasn’t offended by the words “Philly Vs. Everybody.” I’m here for that in-your-face sentiment. Two things annoyed me: First, the Italian luxury brand turned this shout-out to Philly burgs into a billboard. Along the spine, the Gucci vintage logo in all caps. That’s unnecessarily loud.

Secondly: The price — a whopping $390 — is nuts. Don’t we live in one of the poorest cities in America? Why would any one entity that cares about the “community” try to sell a T-shirt that costs the equivalent of two weeks’ worth of groceries for a family of four during one of the most financially unstable times in our country?

Not to mention, considering the origin of “Vs. Everybody,” this price tag reeks of inauthenticity. Detroit graphic artist and album cover designer Tommey Walker turned “Vs. Everybody” into a fashionable phrase back in 2012. Walker was sick and tired of naysayers doubting the greatness of his city — sound familiar, y’all? — so he screen printed “Detroit Vs. Everybody” on a collection of unisex apparel. The pieces, most of which sold for less than $100, became emblematic of Detroit. And, over the years, Walker has collaborated with entertainers from Diddy to Eminem.

In 2019, Walker partnered with Gucci’s Changemaker’s North America Impact Fund, an initiative to improve diversity and inclusion in the fashion industry, launched shortly after Gucci had to apologize for designing a turtleneck that, when unfurled, made the wearer look like they were in blackface.

» READ MORE: All this Blackface makes me want to cancel high fashion | Elizabeth Wellington

Through this initiative, Gucci is raising money for nonprofits in 11 U.S. cities. Philadelphia is one of them. Each Changemaker city gets its own “Vs. Everybody” T-shirt, available online and in Gucci’s flagship stores in or near those cities. (Ours is in King of Prussia.) Proceeds from the “Philly Vs. Everybody” shirt will be donated to Tools and Tiaras, a nonprofit that runs a camp where young girls learn trade skills.

I’m thrilled Gucci is trying to give back and make amends. Really, I am. But who is the target audience for a nearly $400 T-shirt? It’s certainly not those who go to work every day trying to keep our lives together during a pandemic. Anyone who can spend that much money on a T-shirt lives quite the charmed life. And, to quote my colleague Stephanie Farr, they are the everybody.

If Gucci is your thing, I can’t stop you from spending the equivalent of a car payment on a T-shirt.

But if you crave apparel that shouts out Philly from local artists at a more sensible price point, here are some of your best bets:

Graphic artist Stacey Wilson was one of the first local Philly-based artists to put jawn on a T-shirt nearly 20 years ago. And those of us who remember rocking at Tastytreats often came dressed in our own Philly Jawn tee. Tastytreats is over, but Wilson is still selling her tees for upwards of $20 to $35 on her website.

🌐 flygirrl.com 📷 @flygirrl

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Although we use the word jawn in Philly to refer to varied things, For the Jawns founder and creator Telanea Forbes defines jawn specifically as an intelligent woman living in her own truth and purpose. T-shirts start at $30. Sweatshirts start at are $45. And in addition to jawns, Forbes has added another Philly term on her apparel, boul, that is shorthand for boy or man. Think Custom Boul. All are available on the website.

🌐 forthejawns.com 📷 @forthejawns

MilkBoy isn’t just a Philadelphia-based record company and restaurant and bar. Owners Jamie Lokoff and Tommy Joyner also sell scoop- and V-necks with MilkBoy lettering in Philadelphia’s Pride colors and also reference people, places, and things that are Philly specials, like Rocky, the LOVE statue, and the Liberty Bell. The shirts are available for $20 to $25 a pop on their website.

🌐 milkboymerch.com 📷 @milkboyphilly

East Passyunk specialty boutique South Fellini is among the local vendors who are most serious about showing Philly love. The selection of beanies and sweatshirts showcase graphics that pay homage to Seven Fishes Christmas Eve dinner, the Philly Special, and there are many “Fly, Eagles, fly” references, too. We certainly can’t get more Philly than that. And with sweatshirts and tees between $20 and $40, we can buy as many as we want.

📍 1507 E. Passyunk Ave. 🌐 southfellini.com 📷 @southfellini

Philadelphia Independents co-owner Ashley Peele’s mission is not just to big-up Philly every moment she can, but she and her partners, Tiffica Benza and Jennifer Provost, are hellbent on supporting the local artisans behind the pieces. The store, located in Old City, carries the work of 60 artists, including five apparel makers, at price points that range from $15 to $50.

📍 35 N. Third St. 🌐 philadelphiaindependents.com 📷 @philadelphia_independents

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