Cool After 40?

4 06 2010

The word is “Classic”

Next week my brother turns 40.  He has climbed completely out of the advertiser’s coveted 18 to 35 demographic, but his money is still good to those companies targeting the oldie-but-goodie customer.

So how can a company create shirts that the over 40 crowd will wear?  If a shirt is too cool, too trendy, or something that your teenage son would wear, then it’s probably not going to work for the older demographic.

Have hope brother!   You can still be cool over 40, and there are shirts you can feel comfortable wearing.

I am frequently asked for advice by my clients when designing a promotional shirt for this crowd.


  • Simple
  • Nostalgic
  • Artistic


  • Form-fitting shirts
  • Enormous imprints
  • Big ad messages


Happy birthday Brian, I love you.  You still look cool – even if you are a fossil.




One response

4 06 2010
Brian White

That’s some funny stuff! Just remember, you’re not far behind me.
I love you too brother.

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