At the recent South by Southwest (SXSW) conference in Austin, Texas, Bluesky CEO Jay Graber made a subtle yet pointed statement directed at Meta CEO Mark Zuckerberg. During her keynote address on March 10, 2025, Graber wore a black T-shirt emblazoned with the Latin phrase “Mundus sine caesaribus,” which translates to “a world without Caesars.” This sartorial choice appeared to be a direct response to Zuckerberg’s previous fashion statement, where he donned a shirt reading “Aut Zuck aut nihil,” meaning “Either Zuck or nothing,” a play on the phrase “Aut Caesar aut nihil” (“Either Caesar or nothing”).
Zuckerberg’s affinity for Latin phrases and historical references has been evident in his recent public appearances. At Meta’s Connect developer conference the previous year, he wore the “Aut Zuck aut nihil” shirt, drawing parallels between himself and Julius Caesar. Additionally, during a live taping of the “Acquired” podcast in September, he sported a shirt with the Greek phrase “learning through suffering.” At his 40th birthday party, he was seen wearing a shirt stating “Carthago delenda est,” translating to “Carthage must be destroyed,” a phrase historically used to emphasize the necessity of defeating a rival.
Graber’s choice of attire at SXSW was not merely a fashion statement but also a reflection of Bluesky’s foundational principles. Bluesky, initiated by former Twitter CEO Jack Dorsey in 2019, aims to create a decentralized social network built on an open-source framework. This structure allows users greater autonomy, enabling them to switch platforms if dissatisfied, contrasting with the centralized control seen in platforms like Facebook and X (formerly Twitter). Graber emphasized this during her SXSW discussion, stating that if any significant changes were imposed that users disagreed with, they could “fork off and go on to another application.” This openness ensures that there’s always the ability to move to a new alternative.
The impact of Graber’s T-shirt extended beyond the conference. Bluesky capitalized on the attention by selling replicas of the shirt, which sold out within 30 minutes. The shirt’s popularity underscores a growing sentiment among users seeking platforms that prioritize transparency and user control over centralized authority. Emily Liu, a Bluesky spokesperson, noted that the shirt symbolized Bluesky’s democratic approach, where a single CEO or company doesn’t control the online experience.
The rapid sellout of the shirts also highlights the public’s resonance with Bluesky’s vision. Graber herself was surprised by the swift sales, mentioning that the shirts sold out before she even landed from her flight. This enthusiasm reflects a broader desire for social media platforms that empower users rather than consolidating control.
Bluesky’s growth trajectory has been notable. Following the previous year’s presidential election, the platform experienced a surge in users, particularly as many celebrities and public figures sought alternatives to platforms like X. By January 2025, Bluesky’s user base had grown to over 30 million, indicating a significant shift in user preferences towards decentralized and open-source platforms.
In contrast, Meta’s platforms, under Zuckerberg’s leadership, have faced criticism over issues related to data privacy, centralized control, and algorithmic transparency. Zuckerberg’s symbolic association with figures like Julius Caesar has been perceived by some as an indication of his authoritative approach to social media governance. Graber’s “a world without Caesars” message serves as a critique of such centralized power dynamics, advocating for a more democratized digital landscape.
The differing philosophies between Bluesky and Meta highlight a pivotal moment in the evolution of social media. As users become more aware of data privacy and the implications of centralized control, platforms like Bluesky offer an alternative that prioritizes user autonomy and open-source development. Graber’s subtle yet impactful sartorial statement at SXSW encapsulates this shift, challenging traditional power structures and advocating for a future where users have greater control over their online experiences.
In summary, Jay Graber’s T-shirt at SXSW was more than a fashion choice; it was a declaration of Bluesky’s commitment to decentralization and user empowerment. By contrasting Zuckerberg’s self-comparisons to historical figures of absolute power, Graber emphasized the need for a “world without Caesars” in the digital realm, resonating with a growing audience seeking change in how social media platforms are governed.
