For decades, the only people using Rit dye were old women who wanted to color their drapes and linens. But in the mid-60s, advertising whiz Don Price markets the dye to hippies, who use it to tie-dye their tees. But Price’s real stroke of genius comes in 1969, when he produces hundreds of the shirts and gives them away to performers at Woodstock. The multicolored tops are quickly adopted as part of the counterculture uniform.
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