FASHION HISTORY IN A PHOTOGRAPH: JANE FONDA'S 1965 GRAPHIC SWEATSHIRT

Text by John

I sat down to write a short piece about sweatshirts. Then, Jane Fonda caught my eye. One of my favourite people. 

So, here's Jane (with Peter Mcenery) in what i’d say is the coolest sweatshirt ever. The Beethoven sweat was part of the 3B’s series, along with Brahms and Bach. They became a fashion trend in early 60s California. Sold via mail order they were thought up by advertising executive Howard Luck Gossage to help Rainier Ale promote a regualr classical music show on KSFR 94.9 radio station in SanFrancisco. One of the first graphic sweats. I think all vintage officionados and traders should say; Thanks Howard! 

As someone who enjoys a nice, slow spun, loop back vintage jersey and has more than a few, I confess to really, really wanting one of these. 

However for today it’s about thinking about Jane’s story (and as always, how effortlessly cool she is looking), Jane is a superstar for me and if you read a little about her life as an activist, you’ll get why she’s on my mind.