Published: May 16, 2008 03:04 pm            

Can we tally election results in T-shirt sales?

Americans may cast our ballots in private, but it seems a lot of us are wearing our politics on our sleeves.

A visit to any campaign trail stop, political party function or college campus reveals what retailers have already figured out — passionate voters are turning political advocacy into fashion statements.

From T-shirts, badges and coffee mugs to bumper stickers and even stress relievers that encourage voters none to fond of the current commander in chief to “Smush Bush,” political merchandise has evolved from a small cottage industry to a major money-maker, and some say the voters are sending in their election decisions each time they swipe their credit cards or take home a new T-shirt.

CafePress.com, an online store launched in 1999 that allows voters to design their own creations or purchase others, offers approximately 2 million different products that pick or pan the current primary candidates, and its officials report political sales account for 20 percent of the site’s profits.

Like the people who choose to shell out $20 apiece, plus shipping and handling, for each political T-shirt, some of the messages are serious — “Hope is not blind optimism. Change is coming to America. Believe in what this country can be. Obama ‘08;” “A Woman’s Place is in the White House;” and “John McCain spent more time in a Vietnamese prison camp than Barack Obama has in the U.S. Senate.”

Others are not.

Some of CafePress’s most popular offerings this year include: “Barack’s how I roll;” “Barack ‘n’ Roll ‘08;” “It takes a Clinton to clean up after a Bush;” and “Join the McSurgency!”

While the studies have been far from scientific, CafePress execs are betting on Obama to pick up the presidency in November.

Thus far into the political season, a recent Associated Press report reveals the store has received 1.2 million designs in favor of the Illinois senator. Those of Hillary Clinton and John McCain combined reach about the same number.

And, as disturbing as it may be, apparently the most passionate supporters think it’s rather racy to sport a favorite candidate on the undies. CafePress.com officials report Clinton leads in the boxer category, but Obama is way ahead on thongs.

So, what does all this mean? Or, maybe more importantly, what does it say about us, the people who show off our political preferences in screenprinting and cotton blends while less than half of us show up to actually cast a vote?

Americans no doubt value our free speech and the right to walk around wearing it, but like most clothing trends (and I have been known to track a few), I’m guessing this one will fade after a few washes.

We’ll definitely take a chance on turning ourselves into walking, talking campaign billboards in the rare event our T-shirts will turn someone else’s thoughts.

But, after a few political spin cycles and shifting seasons of campaign sentiments, the coolness could wear as thin as the threads behind the message, particularly if our candidates don’t get to set up camp in the White House next January.

The Kittens for Clinton, McCainiacs and Mamas for Obama may wear their support proudly this primary season, and I’ve no doubt the retailers will gladly ring up the sales and put away the profits.

But, just like high heels, shiny jewelry, leather jackets and cowboy boots, these fashion statements ultimately say more about the people behind them than the designs in front or the world outside.

After all, we’re the ones who choose to take our candidates out of the closet and wear them through the campaign.

Tammie Toler is Princeton Times editor. Contact her at ttoler@ptonline.net.

        

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