What we wear and own isn’t just about self-expression and individualism; these things broadcasts our affiliations and display our social capital. People pay a lot of money for limited-edition Aston Martins and LV handbags, while others take pride in their Karmaloop hoodie or copy of Tigermilk on vinyl.

Social Souvenir, a new interactive art installation at the Museum of Contemporary Art in Denmark, takes this clothes-as-community concept to the next level.

The concept is based on 300 T-shirts that are exhibited and put on sale at the Museum of Contemporary Art in Roskilde, Denmark. Each T-shirt is imprinted with a text fragment inspired by 15 renowned artists represented in the museum’s collection, such as Yoko Ono, Erik Satie, Marcel Duchamp and Per Højholt.

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