Up until 1990, the Chicago White Sox had no historic visual identity, having gone through numerous incohesive uniform redesigns over the decades, with changes to team colors, logos, and fonts being implemented seemingly on a whim. It reached its ugly zenith with the notorious sailor/disco collars of the late '70s, a set that even included shorts on three occasions instead of pants. That hideous look was followed by the 80s beach blanket uniforms, which were more popular in comparison (how could they not be?), but those were quickly replaced by a boring button down and belted set with standard baseball script lettering across the chest.
And then came 1990. Suddenly everybody was wearing a black Sox hats with Olde English script, and popularized by an unlikely source: hip-hop fashion. The video below is a 20-minute documentary that will be fascinating to you if you like baseball, uniform design, marketing, hip-hop, or -- in the case of @John Marzano Olympic Hero and Ice Cube -- porcelain dolls. The White Sox have maintained the same look for over 30 years now, and in the capricious world of sports marketing that we live in today, their logo and uniform can truly be considered a classic.
View: https://youtu.be/Xn1a51gNUU4?si=NbmNmtvq1_HAbpPy
And then came 1990. Suddenly everybody was wearing a black Sox hats with Olde English script, and popularized by an unlikely source: hip-hop fashion. The video below is a 20-minute documentary that will be fascinating to you if you like baseball, uniform design, marketing, hip-hop, or -- in the case of @John Marzano Olympic Hero and Ice Cube -- porcelain dolls. The White Sox have maintained the same look for over 30 years now, and in the capricious world of sports marketing that we live in today, their logo and uniform can truly be considered a classic.
View: https://youtu.be/Xn1a51gNUU4?si=NbmNmtvq1_HAbpPy
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