Published Sep 08, 2015Jack White's label Third Man Records is releasing a line of T-shirts with pockets, designed by David James Swanson of the Michigan garage band Whirlwind Heat. And while this in itself isn't particularly exciting news, it's made much more notable by the fact that the line is being promoted with a five-minute short film made by White himself.
The commercial is extremely goofy, as it tells the life story of Swanson and his supposed fascination with pocketed T-shirts that dates back to childhood. It's a fanciful, comical tale about his struggles to overcome the ineptitude and indifference of Third Man designers when creating a pocketed T-shirt. During a scene in Hawaii, there's a cameo from a pixelated man who looks suspiciously like White.
It seems that White himself is rather skeptical about the shirts, since an announcement from Third Man refers to the commercial as being "directed by former naysayer and current 'I-guess-it's-okayer' Jack White III."
Watch the lovably silly short film below.
If you're so inclined, the shirts will be available as of September 12. They come with a flexi-disc from a one-time-only Whirlwind Heat cover band called Hawaiian Heat, who perform the songs "Pink" and "Orange" in Hawaiian hula style. The songs were produced by Third Man artist Olivia Jean.