Shoppers have been left alarmed after fashion retailer Bershka unveiled a t-shirt featuring a slogan that has been widely criticised online. The short-sleeved off-white t-shirt bears the large black capital-letter slogan, "Idk (I don't know), ask AI," and is currently available in all sizes, from XS to L, retailing at £11.99 on the company's website.
Shopper's reaction goes viral
Rachael Griff said she needed "to talk" to Bershka, explaining that she initially assumed the top was "a prank," but was disappointed to discover it was a real product. "I don't know if I'm too sensitive, but this actually filled me with rage...like [what] is going ON???," she fumed after spotting the t-shirt.
She mentioned that the last time someone sent her something comparable from Bershka was a t-shirt that said "six seven mood" on it, which she sarcastically described as "so funny". Many of her followers took issue with slogans that seem to be riding extremely short-lived trends.
Online comments criticise the design
In the comments, one user fumed: "You're not overreacting, not only is it absolutely egregious, it's destined for landfill". Another admitted they wanted to "throw up" at the AI slogan, branding it "senseless". A third remarked: "I used to like Bershka, especially for their jeans, but they are getting so corny".
Several commenters suggested that t-shirts like these would be "thrown away" within the "next two weeks" once they were considered "cringe". A fourth commented: "The only thing I like from Bershka is their collabs with singers, and even then, sometimes the options SUCKKK. But I loved their Zara collab, everything was so cute". A fifth described the slogan t-shirts as "genuine slop".
Fast fashion context
Fast fashion is a retail model that swiftly churns out affordable, on-trend clothing by replicating current catwalk and social media styles. Garments are typically manufactured from cheaper, synthetic fabrics such as polyester in order to keep prices as low as possible.
Concerns have been raised about the industry due to the reported significant volume of carbon emissions it generates and its alleged contribution to landfills through non-biodegradable textile waste. While some consumers choose to avoid fast fashion on environmental grounds, others remain content to purchase it. Bershka has been contacted for comment.
