Cool Shirt …. But can you name three songs?
October 5, 2023
“If you’re a real fan, name two songs by them.”
The dreaded question. Long seconds of silence. The answer will be the sole determining factor of whether you’re cool or uncool. And all you wanted to do was wear a piece of vintage band merch.
While classic rock gurus and music connoisseurs have been tormenting the everyman for wearing merch for bands they don’t listen to since the dawn of fandoms, they do pose a legitimate question: if we don’t know a band or enjoy them personally, why are we so willing to emblazon them on our clothes for all to see? Pop on a Nirvana playlist and let’s dive in.
To understand why indie fanatics are so bent on preserving the sanctity of merch in the first place, let’s look back to when it first arrived on the music scene: the 1950’s; for the king himself, Elvis Presley. The earliest known piece of merch was made by an Elvis fan club in the late ‘50s, but it didn’t take long for the trend to catch on. Soon enough, people were clamoring for tees with The Beatles’ faces across the chest (and who could blame them, honestly?). Fans got their tees, promoters got their cash; everyone was happy. However, it wasn’t until a decade later in the late ‘60s that rock concert T-shirts truly became a viable commercial product. This self-defined “hippie” era also saw the advent of political protest T-shirts and the use of T-shirts as an art medium, more a piece of self-expression than a piece of fabric [1] .
This ideology hasn’t gone anywhere: whether we admit it or not, many of us view our favorite artists as an extension of our own identities. Music speaks volumes about our personalities, styles, and aesthetic preferences, which is why we broadcast our Spotify wrapped and are so quick to post at a concert on our Instagram story. We’re hoping to be perceived in a certain way by others. But before the existence of social media, people declared their allegiance to artists through wearing merchandise. Putting on a band tee set you apart, signifying you belonged to a subculture and sending a clear message that you were a unique, even rebellious, individual.
Okay, but you don’t listen to Def Leppard. Why do you still have a T-shirt with the Hysteria album cover in your closet? There’s psychology behind that, too.
First, let’s talk nostalgia. Even if we haven’t experienced a band’s sound for ourselves, most of us in this generation have grown up hearing about the iconic era of classic rock from the ‘60s-’90s from our parents and grandparents. As they relive the glory days of concert culture or play their old CDs in the car on long drives, we develop our own opinions and perceptions surrounding the band, most of which are positive associations. In adulthood, when we open our drawer and decide to throw on a band tee, we’re able to experience secondhand nostalgia, generationally tapping into a culture that we never experienced, but always heard about.
Next, there’s the influence of “evergreen” fashion trends. Let’s face it, even if our parents have only ever listened to KLove Radio our entire childhood, we’re still drawn to band tees like moths to a flame. They have undeniable aesthetic appeal that makes us willing to risk the embarrassment of not knowing a single song time and time again. Turns out, it’s not just masochism. According to Paradiso Clothing, “Classic logos, album art, and tour graphics often boast a timeless quality transcending generational boundaries. The simplicity of these designs allows you to remain relevant and stylish…” even if you don’t have a personal connection to the artist [2]. This just in: it’s okay to say, “I thought the design looked cool.” Just call yourself a lover of evergreen trends.
Finally, let’s discuss what it means for band merch to be “vintage.” It’s no secret that the market for vintage clothing is on the rise. We’ve all seen the TikTok videos of people digging through the Goodwill bins for the perfect “authentic” oversized T-shirt. Or, for the more civilized, buying vintage from the upscale retailer set up on the lawn outside the library. Classic rock merchandise is at the pinnacle of this new wave, the perfect mix between timelessly cool graphics and an individualistic superiority complex.
It comes full circle to the fans of the 1960s: most of us aren’t just wearing merch because we love the band or even think the design is stylish, but because putting on merch declares our allegiance to a subculture. It’s a statement: not about the band, but about ourselves.
TL;DR: Is it okay to wear merch for a band you don’t listen to? Absolutely. Whether it’s for childhood nostalgia, to keep up with timeless trends, or simply a newfound vintage purchase, classic rock merch is undeniably cool. If you have it, you should show it off! We’re giving you the perfect opportunity this Friday night: if you wear a piece of classic rock merch to our Classic Rock Concert on top of the Runk and Pratt Garage at 7 p.m., you waive the $2 entrance fee!
We’re not gatekeepers around here. Joan Jett isn’t the only one who loves rock and roll, after all.
[1] http://www.antiqueweek.com/ArchiveArticle.asp?newsid=2265
http://www.antiqueweek.com/ArchiveArticle.asp?newsid=2265 [LL1] [LL1]
Written by Emma Lane
Emma is a Senior studying Strategic Communications with a minor in Business. While she loves all things photography, fashion, and indie music, creative writing has always been one of her favorite ways to express herself.