How a sustainable T-shirt brand sparked confusion, controversy and conversation.
Manchester, UK. June 5th 2025 – A larger-than-life billboard featuring an AI-generated image of Kim Jong Un wearing a British-made sustainable T-shirt has been turning heads and raising eyebrows. But what’s the story behind it?
Manchester, UK. June 5th 2025 – A larger-than-life billboard featuring an AI-generated image of Kim Jong Un wearing a British-made sustainable T-shirt has been turning heads and raising eyebrows. But what’s the story behind it?
The bold image, launched by sustainable fashion label Evertee, is part of a new campaign designed to challenge perceptions and ignite dialogue around ethical fashion – using a face few would expect to see promoting it.
“This all started as a wild idea from our founder, Rick Chebrika—something he honestly thought would get shut down before it ever saw the light of day,” said a spokesperson for Evertee. “He assumed someone- maybe the printer – would pull the plug. But no one did. And now there’s a 20-foot Kim Jong Un in an Evertee T-shirt looking out over the high street. It’s absurd. And that’s exactly the point.”
The image is part of a broader satirical series reimagining world leaders in a future where fast fashion is out, and timeless, sustainable basics are the new norm. The campaign, titled “A T-shirt for Life, Guaranteed,” uses provocative visuals to spark reflection on the throwaway culture of mainstream fashion – and to highlight Evertee’s commitment to long-lasting, ethical clothing.
Public reaction has ranged from laughter to disbelief to genuine curiosity, exactly the mix of engagement Evertee was aiming for.
“People are stopping, staring, taking photos, and talking about it. In a world saturated with fashion ads, we wanted to do something that cuts through—and maybe makes you think twice about what you’re wearing, and why,” Chebrika added.
Whether you find it funny, crazy or just downright bizarre one thing’s clear: the billboard is working.
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