C.F. Hathaway & Company: Man In The Hathaway Shirt campaign

Sally Cobau

C.F. Hathaway & Company's "Man in the Hathaway Shirt" campaign (also known as the "Man in the Black Eyepatch" campaign) was one of the most notable and lasting advertising promotions of all time.

C.F. Hathaway & Company: Man In The Hathaway Shirt campaign

Sally Cobau

Overview

C.F. Hathaway & Company's "Man in the Hathaway Shirt" campaign (also known as the "Man in the Black Eyepatch" campaign) was one of the most notable and lasting advertising promotions of all time. The magazine advertisements portrayed sophisticated men sporting an eyepatch to show off the Hathaway shirt line. The men in the campaigns-—starting with the Baron George Wrangell—were not models but rather real men of accomplishment who had an air of luxury and ease. The print advertisements showed them off as quintessential Renaissance men who could...

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