Andy was back real skorry, waving the great shiny white sleeve of the Ninth, which had on it, brothers, the frowning beetled like thunderbolted litso of Ludwig van himself.“*

The whole Beethoven sweatshirt craze started in 1962 as an advertising campaign for Rainier Ale, created by Howard Luck Gossage. An original ‘Mad Men’ Ad man, he was known as the ‘Socrates of San Francisco’, an advertising visionary who preached from a converted firehouse, his ‘anti-advertising’ style captured the zeitgeist, and he’s also credited with introducing Marshall McLuhan to the world of Media.

Jane Fonda sporting the look. This one is dated 1977 and is available in the shop now.

*Taken from A Clockwork Orange by Anthony Burgess

Words by SM.

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