{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O1152804"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O1152804/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2014HF3772/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2014HF3772/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2014HF3772","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O1152804","accessionNumber":"S.944-1990","objectType":"Badge","titles":[{"title":"Jamie Reid archive","type":"named collection"}],"summaryDescription":"During the punk and post-punk period of 1976 to 1984, it was fundamental to wear your allegiances, political or musical, on your lapel in the form of the button badge. Better Badges, run by Joly McFie, was the small business leader in manufacture of punk buttons, of which this is an example. He started a stall in 1976 at a Ramones gig at the Roundhouse, London, and became a fixture of the scene with a mail order service too. Jamie Reid used McFie's process cameras to produce artwork for single sleeves for the Sex Pistols, which were subsequently turned into badges by McFie.\r\nThis badge references early anti-commerce and anarchist work by Jamie Reid, pre-Sex Pistols, using the \"special offer\" type label used in shop windows. He combined this with the text \"BELIEVE IN THE RUINS\", alluding to the destruction the Sex Pistols left in their wake, and the slow demise of the band. He used this slogan several times in his later work for the Pistols, advocating it as a punk way of life.\r\nJamie Reid's cut-and-paste aesthetic developed from his interest in radical politics. His artistic style developed while at art college in Croydon, where he was influenced by the ideas of the avant-garde political group, the Situationist International. The political slant to his art was aroused by the May 1968 Paris student riots, which inspired fraternal protests organised by Reid at the Croydon College of Art. These were directed with fellow student Malcolm McLaren, later to become the manager of the Sex Pistols.","physicalDescription":"Metal pin badge with printed paper and polyester film cover. White background, with red and yellow \"special offer\" shape, with typography in red on yellow.","artistMakerPerson":[{"name":{"text":"Reid, Jamie","id":"A7906"},"association":{"text":"designer","id":"x36960"},"note":""}],"artistMakerOrganisations":[{"name":{"text":"Better Badges","id":"A30058"},"association":{"text":"manufacturer","id":"AAT25230"},"note":""}],"artistMakerPeople":[],"materials":[{"text":"paper","id":"AAT14109"},{"text":"plastic","id":"AAT14570"},{"text":"metal","id":"AAT10900"}],"techniques":[{"text":"printing","id":"AAT53319"}],"materialsAndTechniques":"Printed paper and plastic film pressed on to metal pin back.","categories":[{"text":"Entertainment & Leisure","id":"THES48959"}],"styles":[],"collectionCode":{"text":"T&P","id":"THES48602"},"images":["2014HF3772"],"imageResolution":"low","galleryLocations":[{"current":{"text":"007","id":"THES356744"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"badges","id":"AAT193994"}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"London","id":"x28980"},"association":{"text":"manufactured","id":"x29350"},"note":""}],"productionDates":[{"date":{"text":"Late 1970s","earliest":"1975-01-01","latest":"1979-12-31"},"association":{"text":"designed","id":"x29338"},"note":""}],"associatedObjects":[],"creditLine":"","dimensions":[{"dimension":"Diameter","value":"3.2","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""}],"dimensionsNote":"","marksAndInscriptions":[{"content":"BELIEVE / IN THE / RUINS","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":""}],"objectHistory":"","historicalContext":"","briefDescription":"Circular pin badge. White background with a red 'special offer' shape, with yellow edging, with yellow strips on featuring text in red reading \"BELIEVE IN THE RUINS\". Printed paper on metal backing covered with plastic. Jamie Reid archive.","bibliographicReferences":[],"production":"","productionType":{"text":"","id":""},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[{"text":"Sex Pistols","id":"N7537"}],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[{"text":"punk culture","id":"AAT55797"}],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["S.944-1990"],"accessionNumberNum":"944","accessionNumberPrefix":"S","accessionYear":1990,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2026-04-15","recordCreationDate":"2010-01-07","availableToBook":true}}