Bluesky CEO Jay Graber made waves at SXSW 2025 with a subtle but pointed jab at Mark Zuckerberg, sporting a black T-shirt that parodied one worn by the Meta founder. Her shirt, emblazoned with the Latin phrase “Mundus sine Caesaribus” (A world without Caesars), was a clear contrast to Zuckerberg’s own shirt from last year, which read “Aut Zuck aut nihil” (Zuck or nothing).
The playful dig quickly gained traction among Bluesky users, prompting the platform to sell replicas of the shirt to raise funds for its developer ecosystem. Within just 30 minutes, the $40 shirts (available in S–XL) were completely sold out.
More Than Just a T-Shirt
While the move might seem like a lighthearted joke, it underscores Bluesky’s core philosophy: a decentralized social media ecosystem where no single executive—no “Caesar”—holds absolute power.
💬 “If a billionaire came in and bought Bluesky, or if I decided tomorrow to change things in a way people really didn’t like, they could fork off and go to another application,” Graber explained during her SXSW talk.
Bluesky’s open-source infrastructure allows developers to build alternative apps and interfaces, ensuring that control isn’t concentrated in the hands of one entity—unlike Meta’s tightly controlled ecosystem.
Zuckerberg and the Caesar Complex
Zuckerberg has never shied away from historical analogies, often likening himself to Julius Caesar. His previous shirt, referencing the Latin phrase “Aut Caesar aut nihil”, reflected an all-or-nothing approach to power—an ideology that aligns with Meta’s dominance over the social media landscape.
Graber’s version, by contrast, envisions a world without tech overlords, reinforcing Bluesky’s mission to create a more democratic and user-controlled social media environment.
Bluesky’s Growing Influence
Though still dwarfed by Meta’s empire, Bluesky is gaining traction as a serious alternative to Twitter (X) and other mainstream social platforms. By fostering openness and decentralization, the company is positioning itself as the anti-Zuck movement—one T-shirt at a time.
