The humble t-shirt started life as undergarments for other clothes and was popular in the military before it became a closet staple in its own right. Now, it’s an undeniable cornerstone in global fashion, with its versatility reflecting society’s changing tastes, values and sentiments.
The t-shirt had its cultural moment in every decade, from ever-popular band tees to simple monochrome looks. Let’s examine how tees became popular and how their social relevance evolved over time.
The 1950s
Where it all began: the decade of rock n’ roll, glamorous Hollywood and a jumpstart to the pop culture we recognize today. T-shirts, formerly the domain of undershirts and workmen, were popularized by the likes of James Dean and Marlon Brando wearing tight-fitting t-shirts with another new staple, denim jeans.
Young people couldn’t get enough of the new look; any kid with a love of the electric guitar and a rebellious attitude could be found in jeans, a t-shirt and perhaps a leather jacket for added effortless cool. The t-shirt style was usually plain and simple but tight enough to show off the wearer’s physique.
The combination of Hollywood actors, easy-to-wear and cheap clothing was irresistible, and the t-shirt took off as a piece of clothing in its own right.
The 1960s
Psychedelic, baby! This might have been the decade of love and war, but it was also an important evolution for t-shirts: screen printing. Gone was the plain white tee of the previous decade, and in came tie-dye t-shirts, which were especially popular with the hippie crowd.
The 1960s were a very political decade, so a t-shirt was the perfect vehicle to make a statement and support political movements. These often came as slogans or symbols related to a cause.
Band tees also gained popularity during the 1960s as a way for fans to express their devotion and as a good form of revenue for music acts. Regarding their style, 1960s t-shirts were usually loose and paired with bell-bottom jeans (long hair optional).
The 1970s
By the 1970s, t-shirts were firmly established as a mainstay in the clothing industry and often followed popular culture trends. The cultural influence of Woodstock in 1969 led to a plethora of festivals, live concerts and albums all showcased on a t-shirt as a sign of attendance – and the ultimate trendy status.
Another hot topic was iron-on transfer, meaning anyone could customize their t-shirt at home. These decals came in various styles and symbols, including popular movies – Jaws and Star Wars, anyone? – TV shows like the American sitcom Happy Days and cartoon characters. We also can’t forget the ubiquitous smiley face logo, first designed in the 60s but still going strong on t-shirts a decade later.
1970s t-shirts were often colorful and bold, usually in a relaxed style to pair with flared jeans. Introducing synthetic fabrics like polyester made t-shirt production even cheaper and quicker than before, so everyone could participate in the t-shirt revolution.
The 1980s
By this stage, companies had cottoned (pun intended) onto the idea that t-shirts could be valuable promotional material. Major companies such as Coca-Cola, Disney and Dr Pepper began mass-producing tees complete with their logos. Consumers, eager to express their personal identity via their favorite brands, ate it up.
Pop culture was well and truly established at this point, so tees emblazoned with TV shows, movies and characters were a mainstay of the decade. Some of the more popular 80s TV shows and films included Miami Vice, E.T. and Back to the Future.
The 80s was known for its loud and large silhouettes, so it’s no surprise that the t-shirts from this decade follow the same pattern. Neon and other bold, vibrant colors on tees weren’t out of place for the 80s ‘look’.
The 1990s
There were a few prominent subcultures that influenced t-shirts during the 90s. Grunge was at its peak in the decade, with acid wash tees and bands like Nirvana, Pearl Jam and Soundgarden being some of the more famous band tees you’d see teens and young adults rocking.
Hip-hop culture was also huge, with rappers often opting for oversized tees from sportswear brands. Adidas, Nike and Puma all entered the mainstream with the rise of sportswear-inspired t-shirts, with music videos on MTV helping promote these trends to the masses. As for streetwear, t-shirts with street art-inspired graphics were hugely popular in the 90s.
Tees in this decade were often loose and paired with baggy jeans. Another popular trend was layering t-shirts underneath open shirts. Whether it was a band tee, a branded logo, or a statement for a cause, t-shirts remained an essential canvas for self-expression.
The 2000s and 2010s
The noughties arrived with a bang, and with it logomania from the previous decade continued. It was common to see a Playboy or Juicy Couture t-shirt out and about and graphic tees as part of a more laid-back ensemble. The later 2000s and early 2010s also saw the rise of emo culture, where dark t-shirts were paired with skinny jeans.
Minimalism was a huge trend in the 2010s, which led to t-shirt designs becoming more simplistic and focusing on high-quality fabrics as part of a clean, minimalist outfit. Streetwear was also major again in this decade, with brands like Supreme and Vetements featuring t-shirts as staples in their collections.
In both decades, the T-shirt remained a versatile piece of clothing ready to show off the wearer’s personality or simply be a must-have basic forming the foundation of any ensemble.
Wrapping up
Nowadays, it’s hard to imagine a life without t-shirts – everyone has one, no matter the age, gender or any other social divide. But it wasn’t always that way, and the humble tee’s evolution shows our changing tastes and trends.
There’s no doubt that t-shirts, with their chameleon-esque properties, will continue to be a part of the fashion industry for decades. If you’re looking for high-quality tees that reflect your brand’s vibe, check out our apparel design and print services.
Zach Aries is an entrepreneur committed to providing personalized service and satisfaction across America. From businesses to charities, Zach ensures every client receives top-notch treatment. His dedication to excellence shines through in his work, whether it’s crafting quality custom apparel or sharing insights in printing and T-shirt reviews.