History Of The Custom Tshirt

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The custom tshirt began during WWI when American troops noticed European soldiers wearing a comfortable and lightweight cotton tshirt during the hot and humid European summer days. Compared to the wool uniforms that the American soldiers wore, these custom tshirts were cooler and more comfortable and they quickly caught on with the Americans.

Custom tshirts were always inexpensive, in style, and could make any fashion statement you wanted. You could always count on seeing James Dean or The Fonz sporting a white T with rolled-up sleeves. It was the look of "cool" back then. And a sign of rebellious youth.

Many industry insiders believe the tshirt started out as women's underwear. When Russell Manufacturing Company incorporated 100 years ago in 1902, the first finished product was ladies' undershirt, or summerweight vest. With eight knitting machines and twelve sewing machines, the mill's beginning capacity was 150 garments daily. By 1925, long underwear, sweaters, athletic shirts and ladies' bloomers were added to the production of ladies' vests, making a more complete product line from Russell.

With the opening of a full-scale bleachery & finishing plant in 1932, Russell became one of the few textile facilities of its size in the world to have a completely vertical operation, including team apparel. This was the beginning of the Russell Athletic division's cutting and sewing operations.

In the 1930s, the A-shirt, featuring a deep neck with no sleeves and over-the-shoulder straps, was well liked. And, short-sleeved cotton custom tshirts with high necks were popular for men in the 30s, thanks to Hanes and Sears Roebuck. However, this was a tshirt not to be seen. Although Clark Gable revealed a bare chest in "It Happened One Night," (1934) custom t shirts remained as an undergarment to be worn under a proper dress shirt or work shirt.

In the late 30s, Sears introduced the 'gob' custom tshirt for sailors costing .24 each. The marines followed suit with a sage green camouflage shirt that was appropriate for under or outerwear. In 1944, survey results of enlisted army recruits revealed men preferred sleeves over sleeveless because of the absorption under the arms, and a better appearance.

The industry changed forever as WWII brought about the first printed custom tshirts. The Smithsonian Institute boasts the oldest printed custom tshirt on record, imprinted with the phrase "Dew-IT with Dewey" from New York Governor Thomas E. Dewey's 1948 presidential campaign.

Americans were shocked when celebrities revealed their underwear on the big screen and on national TV. In the early 1950s, Marlon Brando launched the plain white t shirt into cult status as 'outerwear-sexy' when his buff pecs and abs were revealed in A Streetcar Named Desire (1951).

By the mid 1950s, the Tshirt gave way to its rebellious rock-n-roll roots when James Dean donned a white one under a leather jacket in Rebel Without a Cause. Elvis Presley also helped launch the tee. During his military service, he appeared in publicity shots wearing custom tshirts and later wore them in movies and on stage. The military seized the opportunity to use the shirt as a 'billboard' when it began stenciling rank and company on custom t shirts.

However tshirts were still portrayed as a men's garment until Walt Disney offered simple designs (often peelable) on custom tshirts for souvenirs. When tie dying and screenprinting soared in popularity in the 60s, the tee became one of the easiest and cheapest forms of clothing to buy and dye. Silk screens of flowers, peace signs, and message board for personal feelings, views and opinions. From "what's your sign?" to "have a nice day," the custom t shirt endorsed statements embedded in America's culture at that time.

During the late 60s and 70s, bands realized they could make a significant amount of money selling shirts with their names. Then professional sports caught on and the industry changed again. The new cotton and polyester blend also helped broaden the views of custom tshirts - a wrinkle-free, soft, durable garment for everyday outerwear.

Even as late as the 1980s, custom t shirts were controversial. Adding to the popularity of the custom tshirt as a garment of defiance occurred in 1986. Political custom tshirts in South Africa were banned as the struggle against apartheid increased.

Today's custom tshirts continue to evolve with new styles, colors, piques, knits and new synthetic fabrics. "They are more fashionable than ever and can be made to look casual or dressy," explained Angela Church director of merchandising for JERZEES, a brand of Russell Artwear. "The trend in custom tshirts is that they are becoming smaller, with a more tailored fit - particularly for women. Custom t shirts are showing up in corporate boardrooms and on the golf course."

Today's custom tshirt still represents a symbol for the wearer. It's become an American tradition for runners who finish the road race to receive the obligatory race custom tshirt. Tshirts signify patriotism, display one's attitudes, feelings, product loyalty and political beliefs. Used by colleges, corporations, retailers, sports teams, civic groups, little leagues, school groups and bands, the custom tshirt is a walking billboard for whatever product is being sold. Tshirts can be worn as underwear, pajamas and workout clothing. And many women have replaced the traditional blouse under a suit jacket with a nice custom tshirt, indicating that tshirts are becoming more acceptable in the workplace.

"Register here and win a free custom tshirt" can be heard at sporting events, carnivals, schoo registrations, malls, conventions, hotels and concerts. Custom t shirts are everywhere. Just ask your neighbors and friends how many tshirts they own. The nubers are staggering.

With the mainstreaming of casual wear in the corporate environment, high quality custom tshirts are rising in popularity. Church cites several factors for the continued growth in decorated artwear:

• An increasing number of businesses using embroidered or imprinted corporate logos on all types of shirts;
• Casual-Fridays, as well as casual everyday attire, continuing to grow;
• Consumer loyalty to sports teams, colleges/universities and recording stars;
• Increasing numbers of custom t shirt giveaways for corporate promotions and contests.

To keep up with the increasing demand for custom tshirts, quality, printability, durability and 100% combed ring-spun cotton have become the new standards. The combed ring-spun cotton makes the fabric softer and drape better than traditional cotton.

As important as the softness factor for consumers, the combed ring-spun cotton saves screen printer's time with a better embellishment surface, a more opaque, durable surface from which to print andd embroider, requiring less ink. Increased durability also increases the life of the garment.

As the custom tshirt continues to grow in popularity, so will the demand for a premium 100% cotton custom tshirt. A JERZEES survey showed that weight, fabric thickness and a 'good product quality for wearers' are the most important attributes when choosing a brand of 100% cotton custom tshirts.

Other interesting custom tshirt factoids from a consumer study of Tshirts commissioned by JERZEES:

• 62% of Americans owned more than 10 custom tshirts, totaling approximately 1.5 billion in closets across the country;
• 70% of men and 54% of women have more than 10 tees.
• White is the favorite color among 34% of the respondents.
• 97% of those surveyed have a favorite tee they would never part with;
• Comfort is the number one reason Americans love custom t shirts, followed by a
• 'Pleasant memory' of a person, place or occasion.

It's clear Americans love their custom tshirts. And since anything can be printed on them, tees will continue to be an everlasting mode of expression.

Custom Tshirt Links:

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