Brief of the book:
To capture a feeling in time and to suggest the mood of a youth scene.
T-shirt design:
A piece of artwork – you will find everything; From graphically purist post-punk shapes to fantastical metal art; From crude cut-and-paste art school designs, to skull zombie line drawings, full 1980s neon colour to photographic hero-worship iron-ons.
Crazy mix!
To create an objective overview of 1970s and 1980s popular culture.
The less self-conscious pioneering decades of the twentieth century
The history and development of T-shirt
The Roots: a functional item of underwear
WW1: stem from Europe; American soldier – sweating European counterparts – lightweight cotton undershirts
WW2: an undergarment in the US armed forced; vest-style tee crudely customized to identify soldiers’ station.
1940s and 1950s:
US college’s logo tees – wear with American pride; later versions became a part of the early 1960s English mod look ;
In the 1950s, trend of small US businesses’ ( garages, diner, electrical stores) printing their loge or products on tees — to advertise brand loyalty
By the mid-1960s these ‘walking billboard’ advertising tees were big business
From underwear to outerwear: The Wild One and Rebel Without a Cause ; a fashionable sex and rebel association; become a desirable item and coincided with the birth of rock and roll
1960s: the printed rock-and-roll band shirt; first realized the emerging potential to sell T-shirts as well as gig tickets at venues (West Coast gig promoters)
1970s: Sex Postols and Clash fans’ do-it-yourselves T were defaced
Different type of T-shirt
Skate shirts became popular in the 1970s, but the graphics of the 1980s are considered to be the finest ever- electric colours, hardcore skulls and a real slate-punk crossover.
Eg. Stussy
Beach shirts evolved in the 1940s and 1950s in the USA, largely for the teen market. Free and easy of life
BMX – bicycle moto-cross, started out in the late 1960s
Rock is arguably the biggest thing to ever happen to the printed T-shirt. Rock born in the 1950s
Metal 1980s
Jersey shirt the USA baseball-style tees with three-quarter-length sleeves; most commonly tour shirts and were produced in abundance in the 1970s and 1980s; always double sided and probably the most elaborate and decorated of all band shirts
Punk
New wave and beyond new brands, indie labels and magazines emerged underground subgenres
Superstars of the 1970s
New Ramance in the UK saw groups emerge from London clue life to high budget, opulent videos and major chart success
Megastars the 80s extravagant style icons with an almost super-hero-like appeal
Def Jam Recordings
TV & Film
Comics & Cartoon
Advertising the ‘walking billboard’ power of the T-shirt. Although the earliest promotional shirts were distributed as gifts, it soon became clear that customers would happily pay to display their brand loyalties. These shirts were incredibly successful marketing tools as the company would make money on sales and receive free advertising in the process. Used to promote everything, there is no limits to the advertising potential of the basic tee.
Eg. McDonald; Coca Cola
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