4th Amendment Wear

Background

The 4^th Amendment to the Constitution of the United States was meant to protect the citizen from unwarranted search and seizure. However, since 9/11, many civil liberties have been lost in the name of anti-terrorism.

The team wanted to protest peacefully, suggesting there must be better ways to keep America safe, while also respecting the personal freedoms of individual Americans.

Idea

Underclothes were printed using metallic ink, which was readable on the airport security scanners.

Tee-shirts, knickers, shorts and even bra’s were printed with the words of the 4^th Amendment, so every security agent, sitting at his screen, could realise that he was invading the privacy of the person in front of him.

Wearing a 4^th Amendment tee-shirt also gave the wearer the sense of their right to express their concerns.

Results

The idea exploded in social media. www.4thamendmentwear.com received over 1.2million hits in the first weekend. Stock was completely sold out in two hours. The replacement stock was sold in three hours. Now 4^th Amendment Wear is launching on a mass-production basis.