Guy Lochhead, 01/09/10
On 10th November 2008, Amazon’s automatic recommendation system suggested to student Brian Govern he might like the ‘Three Wolf Moon t-shirt’ by a New Hampshire-based environmentally friendly shirt manufacturing company called The Mountain. Govern thought it would be funny to review the shirt. He wrote that it ‘fits my girthy frame, has wolves on it, attracts women’. His posting caught the eye of the editors of collegehumor.com, whose readers added their own reviews, celebrating the t-shirt’s other powers. So far almost 1,500 people have written reviews, making the t-shirt the top-selling item in Amazon’s clothing store and leading The Mountain to print another 400,000 shirts. This is an example of the power of the internet, public imagination, and not being too serious. It is not a joke at anyone’s expense, and just results in more money going to an ethical t-shirt producer. Great! Include a Three Wolf Moon t-shirt.