Sharp As Toast

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I operated a T-shirt LLC that specialized in graphic t-shirts with political history references. Shirts were sold on-line at Sharp as Toast.com, as well as at Urban Outfitters, boutiques like The Alley in Chicago, and at events like The College Republican Convention.

 

The affable septuagenarian, James Toast, was created as the brand's living persona. Toast was a hipster member of the Greatest Generation who was helping us remember the greats through his wares. He was reputed to print them in his basement in Madison, Wisconsin. An extensive backstory to Toasts' life was created and actively played out through advertising and marketing.

 

As far as Urban Outfitters, and the rest of the world knew, James Toast was the real deal.