White T and Jeans
Who looks sexier— a man in a pair of denim jeans and a casual shirt or in a jacket and tie? Nearly three times as many women say a good-looking man looks best in denim jeans and a casual shirt, according to the Cotton Incorporated Lifestyle MonitorTM. While jeans are certainly an important component of this sexy dressed-down look, today’s article will focus on the casual shirt, which is often that perennial favorite, the basic cotton T-shirt. If in doubt about the sex appeal of this humble garment, just consider that many of America’s hearthrobs are associated with the ultimate in casual—the white cotton T-shirt. Think brooding Marlon Brando, cool James Dean, seductive Elvis Presley, sultry Antonio Sabáto, Jr.
Although the T began its life as a man’s undergarment in the 19th century, women are buying more and more cotton T-shirts and T-shirt inspired looks every year. Since 1990, women’s T-shirt unit sales have increased 23 percent from 178,012,000 to 232,014,000 in 1996, according to NPD. And it’s no surprise that women increasingly demand cotton in their T-shirts; since 1990, cotton’s share of this market has grown from 76.0 percent to 85.5 percent last year.
The reason for the popularity of this unassuming yet universally coveted garment? Just ask anybody in the office. The rise in corporate casual and casual Friday has fueled demand for T-shirt inspired tops. The acceptability of wearing T-shirt looks under jackets and with khakis at the office has spawned numerous variations on the theme—just think of all the T-shirt spin-offs that have become popular in the past few years: boat-necked, v-necked, scoop-necked, satin-trimmed, all in directional colors and prints.
And for retailers and manufacturers, T-shirt mania has translated into sales, lots and lots of sales. T-shirts are a key item, reliable bread and butter, for retailers who use visually compelling displays of brightly colored T’s to pull shoppers into a department or the store itself.
Ironically, the popularity this corporate casual wardrobe essential can be traced back to an innovation in men’s fashion, courtesy of Giorgio Armani. The Italian designer revolutionized men’s formal dressing by popularizing the T-shirt-under-a-jacket look in the 1980s. This more relaxed approach to dressing was echoed by designers like Calvin Klein, Ralph Lauren and Donna Karan.
In fact, it is safe to say that the T is the quintessential American garment because it embodies our egalitarian ability to embrace something of humble, unpretentious origins and to make it perfectly acceptable across all classes, within a wide range of activities, and for both sexes. Perfect example: Sharon Stone proudly wearing a black T-shirt to the Oscars. That was certainly the T-shirt’s most glorified, glamorous moment because it looked sleek and entirely appropriate amidst the more flamboyant creations in the Oscars fashion parade.
Other style makers swear their allegiance to the T: both Isabella Rossellini and Nan Kemper are big fans. Kemper remarks, "Who can live without them? I have quite a variety, ranging from [Yves] Saint Laurent to the Gap. I wear them at the beach, at the house, on people’s boats, wherever I am. I am cuckoo about my white T-shirts."
And what does the crystal ball say about the T-shirt’s future? The possibilities are infinite for the cotton basic that is equally at home on farmers, socialites, celebrities and super hunks
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