B-B-B Sweatshirts

Inexplicable fashion fad: In 1962, San Francisco adman Howard Gossage came up with the idea of putting the faces of classical composers on sweatshirts and selling them for $4. Consumers could choose between Beethoven, Bach, or Brahms. He quickly sold around 60,000 of them.

If you want one of these sweatshirts today (at least, an original one), you'll have to pay significantly more. On eBay, the asking price ranges from $1500 all the way up to $9000.

Life - Mar 30, 1962

Honolulu Star-Bulletin - May 4, 1962

Oakland Tribune - Feb 8, 1962

     Posted By: Alex - Mon Apr 12, 2021
     Category: Fads | Fashion | Music | 1960s

The only reason anyone knows about this fad at all today is because some “Peanuts” comic strips made some jokes about them. Until relatively recently I thought it was just something Charles Schultz made up.
Posted by Brian on 04/12/21 at 01:42 PM
I saw Elton John at a relatively small-venue concert in the 70's, where he was wearing a Beethoven sweatshirt. It's hard to be sure, but I think it was one of these. He surely went thru San Francisco / Seattle sometime before that, where someone probably gave him one.
Posted by Virtual in Carnate on 04/13/21 at 09:49 AM
Commenting is not available in this channel entry.