Grateful Dead T- Shirt, 1980
T-shirts, men’s undergarments developed in the late 19th century, slipped to the outside after World War II. By the 1980’s the unisex garment became a surface for both personal expression and branding. For example the Grateful Dead was know for its innovative marketing. This shirt, emblazoned with a customized version of their logo, identified the wearer with their set of counter-cultural values.
If you wanted to tell the world which musicians you enjoyed, who you voted for, what exhibition you had seen, what cause you supported, or where you ate, you bought the T-shirt. Once discarded, the shirts had recycled lives. They were sorted, baled, and shipped around the world to new users.