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The t-shirts humble beginnings can be traced back to the early 1930's. WWI European soldiers entrenched in mud wore the t-shirt as an undergarment. The advantages of the light cotton underwear were quickly adopted by the US military. By WWII the US Army and Navy had supplied the t-shirt as standard issue. T-shirts at the time were still considered underwear and not worn casually.
With the help of a sweating Brando in the 1951 film "A Streetcar Named Desire", and later a brooding James Dean in "Rebel without a Cause" the t-shirt had moved to mainstream youth culture. By the time Elvis had gyrated, the teenage rebellion seed was planted and along with denim jeans the t-shirt had become the hot fashion statement.
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The 60's were well known for social upheavals and political events. Many subcultures developed from Beatniks, Mods, Rockers to eventually Hippy's. During the early 60's The Beatles had ignored the t-shirt opting for their trademark suits. But by the late 60's the haze of the Hippy generation had created the tie dyed t-shirt. Dunked in several buckets of colourful dyes it became a symbol of the psychedelic era and possibly one of the worst fashion crimes of the century. Other t-shirt styles were born including the ringer, muscle, v-neck and tank t-shirts. The invention of screen printing saw social and political slogans expressed on apparel especially for the anti war sentiments of Vietnam.
Rock emerged beating to death the Hippy's with their own sandals. The black t-shirt was now standard issue with printed logos of stadium rock Supergroups such as Led Zeppelin, ACDC and Pink Floyd. In the course of the mid 70's Surf apparel started appearing. Niche surfing brands such as Lightning Bolt, Billabong, Rip Curl and Quiksilver would later become big corporations. Athletic giants Adidas, Puma, Reebok and Nike also gained prominence with their branded printed tees, shoes and apparel.
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