May 25, 2009

dark side of the moon

The NYT reports that due to tongue-in-cheek reviews on, a slightly esoteric T-shirt became a bestseller.

Employing the snarky spirit of online humor, the review began: “This item has wolves on it which makes it intrinsically sweet and worth 5 stars by itself, but once I tried it on, that’s when the magic happened.” ... Like the butterfly wings creating the tornado, Mr. Govern inadvertently helped set off an almost impossible marketing bonanza and pop-culture craze: The shirt has been Amazon's top-selling item of apparel every day since May 19, and it has morphed into one of those instant icons of Internet culture.

Brian Govern, the law student who wrote the review, realizes that "it’s sad, but this is probably the most impact I’ll have on the world in my life."

The best thing about this story? It's this linguistic twist:

A competing T-shirt seller,, has already jumped in, promising a classy wolf shirt for refined tastes: “Have your wolf and eat it too with this modern take on a classic garment.” On an understated black background, it reads:

Three Wolves

Howling At

The Moon.

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