Recalling the human rights crimes committed in the Communist era, right-wing parties forced changes to Tito squares in Zagreb and in the town of Karlovac in central Croatia as well.Īfter leading the communist-led Partisan forces to victory over Nazi German and Croat fascist forces during World War WII, Tito ruled Yugoslavia until his death in 1980. While Titos booms on the backs of a certain nostalgia for his rule, there are growing calls in Croatia for a ban on displays of the Communist red star, along with Fascist symbols.Ī number of streets, squares and parks are still named after Tito all over former Yugoslavia, but the number is falling steadily – Croatia’s capital, Zagreb, recently lost its Tito Square, for example. “However, despite that symbol, I hope that won’t be the case in our work,” Dragic added with a laugh.Īlthough Titos was launched back in 2016, it has gained more recognition in recent months having invested more in marketing.Īn online shop has helped worldwide sales to go up as well, with almost 50 per cent of customers reportedly returning to snap up more products. The fact that the star is missing one point is intended to symbolise the way people in the Balkans are still “missing something to achieve something great. “However, it’s also a universal symbol, from the United States Congress to brands like Heineken or Converse,” he added. “All of us involved in creating the brand were born during former Yugoslavia, and the five-pointed star here in Yugoslavia was a recognisable symbol,” Dragic said. The company’s merchandise includes T-shirts and shirts with hoodies featuring the five-pointed red Communist star – but missing one of the points. Thus, Titos will pitch its advertising mainly at the self-employed. He said the brand was intended mainly for what he called “the new working class”, meaning people “who decide to take matters into their own hands, not waiting for the government to find them a job”. However, we’re not connecting the brand with his person or work,” Drazen Ljubic, from Zagreb, one of the people behind the clothing brand, told BIRN.
“To sell our product on a global level, as one of the most recognisable figures from Balkans we started with Tito. The brand draws on the well known image of Yugoslav President Josip Broz Tito and the legacy of Socialist Yugoslavia and its slogans about “unity” and the “working people”.
Photo: Facebook/TitosĬroatian-based clothing company Titos is making sales across the globe, by rebranding the image and slogans of Yugoslavia’s one-time communist boss as must-have wardrobe items.
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