What do you get when one of Hollywood’s most iconic actor-director duos steps out for a magazine cover in matching jeans and white T-shirts? A cultural reset—and a retail frenzy. Michael B. Jordan and Ryan Coogler, the creative powerhouses behind Sinners, just graced the digital cover of ESSENCE in nothing but classic blue denim and crisp white tees—and the world noticed. Not just because of their fifth collaboration in over a decade. Not just because of the emotional brotherhood on display. But because the shirts? They’re Uniqlo. And they cost just $24.90.
Styled by the ever-legendary celebrity stylist Jason Bolden and shot by Texas Isaiah, the duo’s look was initially assumed to be some high-ticket heritage staple. But then Uniqlo themselves confirmed it: the shirt in question is the AIRism Cotton Oversized T-Shirt from their Uniqlo U collection. A tee so clean, so well-cut, and so unbothered by trends that it triggered mass speculation across Reddit threads and group chats alike. Suddenly, the most viral men’s fashion moment of the season wasn’t a runway look—it was a white tee under $30.
See more: Ryan Coogler’s SINNERS: A genre-defying masterpiece arriving this spring.
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And here’s the kicker: this isn’t the first time Uniqlo’s AIRism tee has stepped into the limelight. Just a few months back, Kendrick Lamar’s 100 backup dancers wore the same shirt during a now-iconic performance, styled by Taylor McNeill. That moment lit a fire. This one threw gasoline on it.
Why Sinners is more than a movie—and this tee is more than a basic
The ESSENCE cover story, titled Michael B. Jordan And Ryan Coogler Write Their Own Rules, offers a heartfelt deep-dive into the creative brotherhood between the two. Their latest film Sinners, a supernatural thriller set in the Jim Crow South, sees Jordan playing twin brothers navigating both trauma and the paranormal. And while the stakes of the film are cinematic, the cultural undercurrent runs real: themes of identity, ancestral memory, and Black excellence permeate both the film and the way it’s being promoted.
In a past interview I attended during a group roundtable with Ryan Coogler, the director spoke candidly about using the screen as a mirror—not to explain Black culture, but to show it. That philosophy is fully embodied in Sinners, and just as powerfully in the visuals surrounding it, from the costume design to the cover looks. Because what better way to showcase quiet power than two Black men in white tees, unbothered, unfiltered, unshakably iconic?
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Let’s talk about the Tee
If you’ve never owned one of Uniqlo’s AIRism Cotton Oversized Tees, let me be blunt: you’re missing out. I personally own over 30 of them in every shade—white, black, olive, light brown, you name it. And in our style kit? We keep multiples across sizes to layer, downsize, or style on the fly. It’s that essential.
The appeal isn’t just affordability—it’s design. These tees don’t stretch out of shape. They don’t fade. They don’t pill. The fit? Immaculate. The fabric? Lightweight but structured. The cut? Oversized without being sloppy. It’s the kind of basic that transcends trends—a quiet luxury in a world obsessed with logos. And it’s made even more brilliant by the fact that Clare Waight Keller, formerly of Chloé and Givenchy, is now steering Uniqlo’s design direction. As she told me during an interview last fall in New York, “When you design basics, you’re designing for real life. The details matter more than ever.”
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The Uniqlo era is upon us
Once dismissed as blasé mall fare, Uniqlo has entered a renaissance. Whether it’s MBJ fronting a cover, Kendrick commanding a stadium, or the sheer ubiquity of the AIRism tee across stylists’ racks and TikTok fit checks, Uniqlo is having a moment. A democratic fashion icon. A staple elevated.
And unlike most viral fashion items, this one is still accessible (for now). At $24.90—and even less for app users—the Uniqlo AIRism tee isn’t just wearable. It’s a piece of culture. A badge of taste. A future archival staple. And judging by how fast they fly off shelves every time the spotlight hits, it might be wise to stock up now.
Need proof? The fan reactions speak volumes. Content creator @poppayang summed it up perfectly in his viral Reel:
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“@uniqlousa is a W!!! The tee was hella crispy tho im ngl, so imma go ahead & disclose where they got it 😂📌”
@poppayang
Comments on the post lit up with praise, thirst, and awe—none louder than the collective truth we’re all thinking: Michael B. Jordan can do NO WRONG. He is fyne!!!
That’s the thing. The fit wasn’t just fashion-forward. It was cultural impact in motion. When the streets co-sign, you know it’s real.
A star-studded seal of approval
Let’s not forget: MBJ isn’t just any star—he’s People’s Sexiest Man Alive. He’s GQ’s March 2025 cover star. And he just broke the internet in a cowboy hat and grills. Weeks later, a white tee did the same. That’s not just charisma—it’s consistency. And Ryan Coogler? He’s the man behind Fruitvale Station, Creed, Black Panther, and now Sinners. Together, these two have defined a generation of filmmaking—and they’re doing it while dressed like the guy next door.
Only, the guy next door probably isn’t styled by Jason Bolden and featured on the cover of ESSENCE.
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It’s bigger than fashion
This isn’t just about what they wore. It’s about what it means. MBJ and Coogler have always operated with intentionality. Every project, every frame, every fit—there’s a story being told. And by wearing something as humble as a Uniqlo tee, they’re stripping away the noise and doubling down on the message: real style doesn’t shout. It speaks with purpose.
And right now, that purpose is clear: elevate the everyday, uplift the culture, and look damn good doing it.
