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A lot can happen in just 3 days shirt, hoodie
Instead, TeePublic has seen its sales more than double. The site’s quick introduction of customizable masks helped, Schwartz said, but most of the sales increase came from T-shirts, tote bags, mugs, and pins the company had been selling all along. New varieties of these products have also proliferated. Suddenly, everyone seemed to have more time for creative work, and new people were joining the site. Schwartz described TeePublic’s average artist as someone who spends most of her day doing freelance graphic design and sells her own work as a side hustle. [From the July/August 2020 issue: The end of minimalism] Meanwhile, some bars and restaurants have managed to sell merch to now-absent patrons, replacing a portion of lost revenue. Brandon Hoy, the owner of the Brooklyn-based pizza restaurant Roberta’s, told me that customer support in the form of T-shirts, hats, and tote sales have been a vital source of cash flow during the pandemic. On its GoFundMe page, the 40 Watt Club in Athens, Georgia, suggests that, short of a straight-up donation, the best way to support the legendary music hall is to buy a T-shirt or hat. “Look sharp and represent your favorite venue while we work our way back to entertaining our beloved community,” reads a message from the manager, Jim Wilson. That earnest calls to public action would come down to this—that in the middle of a pandemic, people would feel compelled to pledge allegiance via a T-shirt—makes a weird sort of sense. Almost from the moment that tees were embraced by the youth culture of the 1950s, they have fused fashion and identity, politics and commerce, in complicated ways.
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In the ’60s, they were used to signal affiliation with rebellious rock bands; by the ’ 70s, popular T-shirt slogans were decrying war and censorship—turning bodies into billboards and protest signs. Like many countercultural symbols, the T-shirt was eventually co-opted by corporate America. People had shown themselves eager to associate with a movement or cause by stamping its slogans across their chest. As the Vietnam War gave way to the excesses of the ’80s, clothing companies made themselves the cause. An Esprit T-shirt evoked gamine femininity. A lot can happen in just 3 days shirt, hoodie A Ralph Lauren polo, with its little embroidered pony, was a not-so-discreet marker of preppy wealth. Adidas gear indicated that you were clued into the nascent cultural power of hip-hop (or maybe that you just liked soccer). [From the March 2021 issue: Rachel Monroe on the rise of ultra-fast fashion] More recently, as the country has experienced political and cultural upheaval on a scale unseen since the ’60s, brands have tailored their messages to the moment. Nike, a pioneer in marketing social responsibility, very publicly supported Colin Kaepernick’s campaign against police brutality, allowing those who care about the issue to feel, on some level, that their new Air Force 1s are a small rebuke to state violence. Other brands have struck similar poses, aligning themselves—and by extension, their logo-bedecked products—with the fights against racism, sexism, homophobia, or, in many cases, the public-relations-friendly catchall “inequality.” The Glossier Girl in her pink hoodie isn’t merely attractive enough to look great in the brand’s nearly invisible makeup—she also cares about gay rights.
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The Peloton Bro in his moisture-wicking tank isn’t just interested in his body-fat percentage—he also takes an interest in ending racism. Conditioned by these and other companies to see our merch as an expression of our values, we have naturally come to the aid of bartenders and line cooks by shelling out for T-shirts. Indeed, merch has a big advantage over a mere donation: It confers cachet on those who wear it, not just for being charitable, but also for knowing the right things to support. Altruism, but make it fashion. Even before the pandemic began, Sarah Marshall and Michael Hobbes had thought a lot about merch. Together, they host the podcast You’re Wrong About, which is part true crime, part history, and part media criticism. The show doesn’t run ads and has no paywall—you can listen for free. To make it, the hosts rely on listeners loving You’re Wrong About so much that they voluntarily kick in a few bucks a month via Patreon—or buy a T-shirt or tote bag.
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