The Making Of: Taglines
If you’re a thrift store regular you know that moment when you have to decide to either put back that weirdly shaped, badly patterned shirt or just buy it for the incredible clothing tag — the kind that makes you stop, take out your phone, and snap a photo. Taglines is an ode to these iconic vintage clothing tags and our first collaboration with avid collector, thrifter and Berriez (@shopberriez) shop owner, Emma Zack. Our mutual love for these oddities of lost graphic design inspired us create an homage to these once-in-a-lifetime finds.
Above: A view of the 200-something tags we collected. We narrowed them down to the best/our favorites.
Above: Our shared love of incredible tags runs so deep, we both have a 'Thrift Tag' album on our phones.
We lived out our most thrilling fantasy and spent roughly $1k in thrift stores, on eBay, and at flea markets to source what we needed...
Shop TaglinesWe set to work looking for the funniest, silliest, most show stopping tags. Emma had of course already gathered some of her own, that along with the vintage clothing at Berriez, the collection began to grow. We also had help from @grandmothergoods who had quite a large collection of them from years of up-cycling. We lived out our most thrilling fantasy and spent roughly $1k in thrift stores, on eBay, and at flea markets to source what we needed to create the puzzle of our dreams. Rest assured the clothing we purchased was not put to waste; we either kept, donated, or sent the pieces to be reworked and resold.
On the day of the shoot, we laid out a solid color denim for the background and started playing with a layout. At first, we tried a scattered look but opted for a more structured grid which optimized the space and made each tag easier to read. Even so, the pile of tags we’d collected had to be narrowed from about 200 to our favorite 80. Included among them is one from Berriez featuring logo design and illustration by Marianna Fierro.
After lots of trimming, thread snipping, ironing and rearranging we were all tagged out. Taglines is available now in stores and at lepuzz.com!
- Emma's top three favorite tags: “Chocolate Soup,” “YIKES,” and “Pin-Up Girl” (because it came from a dress her mom wore on her honeymoon 30 years ago).
- Alistair's top three favorite tags: “YIKES”, “Stow It A Way”, and “Daddy’s Money”.
- Michael's top three favorite tags: “Peanut Butter & Jelly”, “Nothing Matches” and “All that Jazz”
