ALWAYS LATE – but also on time?

The story begins like this: you’re late again and you say “sorry, I’ll be right there” knowing that “right away” already ran out ten minutes ago.

I myself am not late, unless very rarely. However, you and I have come across various latecomers – both big and small. That’s where ALWAYS LATE came from.

Self-defense with humor

When you put this T-shirt on, you’re doing a little trick: you’re taking away the right of others to be mean to you. You can be the first to say, “Yes, I’m late. I’m late. I’m human.”

It is self-irony that protects. The same mechanism that works with ‘What Ever’ – only that ‘Whatever’ says ‘I choose what to react to’, while ‘Always Late’ says ‘I know my weakness and I’m not going to be embarrassed about it’.

Blacksunset’s best designs work like this: they say what’s already on your mind for you. Sometimes it’s philosophical—like Shift Theory’s “Not Here to Explain.” Sometimes it’s just honest – like this one.

Two different watches

I don’t think anyone really wants to be a chronic latecomer. Often it is not a question of disrespect, but of how the world is experienced.

Some people see time as a straight line: 11:50, 11:55, 12:00. Another sees it in fragments: “I’ll get to that one email, that one call, that one page.” And then suddenly so many minutes have passed that you can count even one hour.

I like to think of it as a small rebellion against the cult of time. We live in a world where calendars are packed tightly and there is no breathing space. ALWAYS LATE doesn’t say I don’t care. It can instead express:“I can’t live by minute-by-minute perfection. I move to a slightly different rhythm.”

What this t-shirt doesn’t do

This shirt does not allow you to be late forever, much less hide behind it. But it gives you a chance to look in the mirror and say, “Yeah, I’m not perfect, but I can still make a little humor out of it.”

It’s the difference between Blacksunset humor and a ‘funny t-shirt’. We don’t joke for the sake of joking. We make a joke that comes from recognition and that’s why it works.

If it’s you

If you’ve read this and are thinking “that’s me”, then this t-shirt has already done its job – even if it’s not in your closet yet.

And if one day it is, know: every time you walk through the door five minutes later and your friend smiles at the sight of that T-shirt, you’ve come a little bit back in time. Not just ‘late’.

Black or white, sizes S to 2XL. Made in Jays Sof Tee fabric, also available in Interlock or Pima Cotton. €30, free delivery from €50.

It was given

(the guy who makes those shirts)

Blacksunset.ee

References and links:

• Always Late – on the product page
• What Ever – on the product page
• Not Here to Explain – on the product page
• All Blacksunset t-shirts
• WHATEVER – Why does it save the day? – blog post
• What is Blacksunset really trying to say? – blog post
• Not Here to Explain – Blog post