Jürgen Heckel on Behance
Co-Opting Nietzsche for National Socialism

'I Want Young American Urban Spaces No. 87'

A man walks through Düsseldorf and asks random strangers if they know what's on their T-shirts. None does. I should note that about half of them are foreigners, to judge by their accents.

Herewith a taxonomy of T-shirt inscriptions, some from the video above, some not:

  1. Invented athletic team / college logo: 'Holister College Varsity Lacrose No. 1'
  2. Random strung-together phrases evoking freedom, the open road, crazy parties, and the like: 'California Roadster Valley Team'
  3. Gnomic phraselets: 'Urban Spaces', 'I Want Young American'
  4. Spurious brand names / series numbers: 'Brothers Denim Mfg. Since 1887 No. 7754'

The place being evoked is always America, you never see something like 'Hull Danger Warriors' or 'Yorkshire Youth Movement No. 445'. I always ask Germans wearing these things why they bought this T-shirt or jacket and what the random phrase on it means to them, but -- like the people in the video -- they're never able to explain.