The T-Shirt evolution: from basic wear to iconic apparel
Although the T-shirt, as we know it today, is considered a staple piece of outerwear and one of the most versatile garments we all own, it came to life several years ago: when men wore tigths, wigs and apparently also T-shirts.
Between the eighteenth and the end of the Second World War only men could wear T-shirts and only as an underwear or as a working shirt.
A real diffusion of this clothing icon takes place in the fifties thanks to the two most influential actors of the time: Marlon Brando and James Dean. Thanks to both of them the T-shirt became part of contemporary fashion, that included a white T-shirt and a pair of jeans.
Between the sixties and the eighties, the T-shirts became a true means of creative expression and communication accessible to anyone: men and women.
Rock and Roll bands began promoting their music through custom screen printed shirts.
In the late sixties Tie-Dye T-shirts became the central element of the hippie movement.
Coca Cola was the first brand to ever promote itself using T-shirts, which was a huge success, but it wasn’t the only one. The seventies also marked the birth of the “I <3 New York” campaign, which wanted to shift the city’s image from a dirty, decadent, crime-ridden hole to the bustling tourist destination that the city is today. Infact the campaign worked since the shirt revitalized the industry and became one of the most-mimicked designs in history.
Therefore after feeling quite tight between the suit vests and the tights of the eighteenth century men, after seeing who knows what horrors during the Second World War and after having tasted the color and creativity of the hippies in the seventies, the T-shirt lives in our homes. Today also Blowhammer wants to give them new colors, new emotions and a brand new story to tell.