We’re letting the Tories steal a march on the t-shirt wars

By Vincenzo Rampulla

First they tried to take our language. Equality, Social Justice, Fairness – words bandied about by Conservative MPs like they invented them. There’s an argument that Labour hasn’t addressed this rhetorical theft, and have let Iain Duncan-Smith, Phillip Blond, et al, get away will talk about these issues vacuously and destructively – but with a horrible populist twist.

But I want to focus on something more insidious.

If having Tories talk about poverty wasn’t bad enough, insult has been added to injury with the Conservatives launching t-shirts and baby clothing. Stop and consider it. Baby clothing!

Many will sneer at the sentiment and question who will wear a “Release your inner Tory” t-shirt. (I hope to God I don’t see any walking around London). But it just shows how the Tories are fighting hard to ensure people feel easy about the party and are comfortable being seen to like them. They are mastering the art of getting people to like the colours, the sounds, the images whilst ignoring the policies.

Let’s be clear. I don’t think that politics can be reduced to t-shirt slogans. But I also don’t think that political movements are successful unless they are popular. Why are we so bad at letting people know just how much fun and colourful Labour politics is, too? I suppose part of the problem is that we’re all too cynical. Too many purists forget that our party was equally born out of culture, song, even social drinking and not just leafleting, arguing and policy discussions that are all too frequently seen as the only legitimate political action.

So I’m annoyed about the t-shirts, I’m annoyed by the branded delivery bags and clipboards, I hate the baby grows and the fridge magnets. I hate that they work, I had that they look good, I hate that they got there first. It’s not that I don’t think we can’t do it ourselves, I just wish the party would get on with it. It is probably the one Obama lesson nobody’s actually bothered to think about (I’ve written previously about why we need to encourage our supporters to be more visible in supporting us).

On paper it’s a no-brainer – it’s an easy way to generate money for the party. We already know that people spent £££ on cool and disposable merchandise. Even if they by a Cameron baby grow and throw it away, the money they have spent is still going to one of the Tories’ election campaigns.

Secondly, it’s free advertising that’s worth so much more than a leaflet in a postbox. Your friends will comment on it and people will see and recognise the image. All for free. And that recognition subconsciously builds awareness and support. Thirdly, and most importantly, it shows us as behind the times. We’re no longer leading but following (if we even get our act together and decide to beat them at their own game).

So for now I’m annoyed, don’t worry I’ll still go out campaigning this weekend though. But at the end I’ll hand back the limp labour sticker, and put that rosette away…you can’t wear those on the streets – and it makes me sad that it’s all we have to offer at the moment.

P.S – The campaign for Young Fabian “this policy changed my life” t-shirts starts soon.