The iconic "I ❤️" T-shirt, once a staple of tourist kitsch, is making a surprising comeback. Originally conceived in the 1970s and a pop culture phenomenon in the 1990s and 2000s, the simple design is now being embraced by a new generation.
Fashion faux pas have a way of circling back into style, and the "I heart" T-shirt is no exception. Long relegated to souvenir shops and tourist traps, it has shed its cringe factor and reentered the realm of cool.
While the design can be found emblazoned on shirts in every major city, it remains most synonymous with New York. Now, thanks to a wave of kitsch-loving Gen Z trendsetters and anti-Trump sentiment, the shirt has caught the eye of high fashion and is appearing on runways, transforming from a cheap Canal Street find into a statement piece.