The new political awareness among the protesting Hippies took on the Establishment (e.g. Easy Rider -1969) and made the T-shirt the graffiti The first corporate-advertising tee was Budweiser and featured a can of Bud on the company’s T-shirts. Companies gave away tees emblazoned with their corporate logos just for free advertising. Some designs such as the CND symbol and Playboy logo, became a matter of cool and hipness. Rock bands were quick to develop the souvenir Tour tee. All were avidly worn by the young ones.
Guns Anatomy Of A Pew Shirt
Come the 70s, came the Sexual Revolution and wet tees and visibly erect nipples epitomized by Jacqueline Bisset in The Deep (1977). When t-shirt could advertise, brag, inform, shock, bewilder and exhibit whatever imagination could invent the flood gats were open and the T shirt became ubiquitous. As a blank canvas, it was limited only by imagination and technology. T shirts became throw away fashion but when professional sports caught on, market opportunities of the officially licensed T-Shirt became hot merchandise.