A RETROSPECTIVE OF THE MODERN T-SHIRT
Like Jeans, the T-shirt has become one of the most universal pieces of clothing on the planet. The history and symbolic importance of the knitted cotton jersey is often overlooked, despite being a classic American icon and ultimate medium of branding in modern culture. Whether you have the budget of a president or peasant, everyone owns a t-shirt. Dropping Oct 7th, we'll be bringing the classic American staple to your doorsteps. Cutting out the middleman and making the aspirational attainable. Affordable American made goods; that's our mission.
THE SHIRT BECOMES HERO
Navy sailors in California began wearing the undershirts because the cotton had a faster drying time than the flannel material they were using for their button up shirts with collars. The undershirt eventually became so synonymous with the American navy that the ease of slipping on the shirts became known as the "american armhole." This eventually gave way to the 3/4 sleeve after orders to better cover their tattoos (which is maybe why all sailors had forearm tattoos?).
The lack of collar and open neck gave a sense of informality and attainability to the U.S. Navy, which was the pinnacle of "cool" during the WWII time thanks to government advertising hoping to entice more recruits. The shirt continued to entrench itself in war culture because of the many uses of the shirt: wash rag, knapsack, even white flag when necessary. Eventually more color dyes were brought in because white was too easy of a color for the military to see. By the end of WWII, the sight of people showing up in their 3/4 sleeve knitted jerseys became synonymous with hope and liberation and thus the t-shirt established itself as the symbol of democracy.
The T-shirt entrenched itself as the new "American Cool," transcending social classes and worn by the likes of the working class, Elvis Presley, James Dean, and JFK. and it was no longer just aspirational, it was attainable to all. As a Sears ad in the late 1950's portrays: "You Shouldn't Be a Soldier to Have your own Personal T-shirt." We agree Sears, we agree.
Stay Raw,
Mik
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