Some signals are louder than others. That fashionable and utterly mainstream retailer ASOS is stocking D&D t-shirts is one thing. That is’ an ASOS DESIGN brand, is another. It means this finger-on-the-pulse (or die a retail death) fashion brand is doing D&D for the masses is incredibly telling.
It’s a clever design, too, focusing on Tiamat and no mention of D&D on the t-shirt itself. However, the text on the page does say, “ASOS DESIGN relaxed t-shirt with Dungeons and Dragons print in washed black”. It’s improbable that ASOS are doing rip-off D&D designs, and so this is likely to be an official deal.
However, Tiamat has 90s cartoon nostalgia, and dragons are almost as universal across the fashion universe. The triangle design means the t-shirt could pass for something rock-related as well. So why is that clever? It simply boosts the number of people who might buy the t-shirt.
The Tiamat D&D t-shirt costs £22, and ASOS is currently offering 15% off new customers first orders if they spend more than £20with the code “ASOSNEWFRIEND”. I’ve never shopped there but will hold off for now and hope that the design is still available if/when I do.
The t-shirt is 100% cotton and part of the Better Cotton Initiative, so, yeah, this is still part of the global supply chain, but efforts are being made to stop Tiamat from destroying the world.
Earlier this week, Zavvi also launched a D&D line. I speculated that this was evidence of more official Wizards of the Coast deals in the UK. The Zavvi range is very different. It goes all-in on D&D, evoking a retro vibe and the new Forgotten Realms x Magic: The Gathering event at the same time.
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