The Marketing Agency Talk

Do you know who popularized T-shirts as an advertising tool? Promotional t-shirts are among the most popular promotional items given away by companies today. Custom t-shirts have had a long and colorful history. White t-shirt was made popular when rebellious James Dean wore one under his famous leather jacket. Since then, t-shirts have been outspoken in their attitudes. However, it was around mid-sixties that the T-shirt was used commercially to deliver advertising and sale messages. Walt Disney was one of the first companies to use promotional t-shirts for their business. This “medium” has continued to thrive since then. Right now, we are still paying a handsome amount for their Mickey Mouse and Donald Duck T-shirts.

In the 1960s and 197os rock ‘n roll concert operators began promoting their stars, concert dates and other salient information on t-shirts. Those t-shirts became collectors items instantly. They were seen as hip and trendy. By wearing the t-shirts, the fan is declaring his loyalty, taste and personality. This also allowed him to bond with other fans. Those who were spotted wearing a t-shirt bearing the picture of a popular band or singer were seen to be “in” and “cool”.

Very soon, professional sports leagues and teams also started selling their own T-shirts with trademarks, emblems, slogans… whatever, in sports shops and department stores.

So if you’re thinking of using a T-shirt to gain mind share and sell your products? Great! But be careful when selecting the right fabric (cotton or polyster), right style (collared or crew neck) and right design. Nobody will wear your namesake out in the open if it doesn’t have seem “fashionable”. Let’s be realistic, people will pay hundred of dollars to wear “Louis Vuitton” or “Donna Karan” proudly across their chest. But they will think thrice if to wear t-shirts “Unknown Brand” or “Have You Heard Of Me Inc”; if at all.

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