no. 24
SELECTED BYRALPH CAPLANEVERLAST LOGODESIGNED BYJACOB GOLOMB
Nearly a century before the Michael Phelps swimsuit controversy, a seventeen-year-old Bronx swimmer named Jacob Golomb set out to improve swimsuit technology. He didn’t, but his new sporting goods company, Everlast, produced the gloves that Jack Dempsey wore in 1919 when he won the heavyweight championship of the world.
In 1925, Golomb designed elastic-waist trunks to replace the leather-belted ones then worn by boxers, an innovation quickly adapted by the men’s underwear industry. Dempsey wore the trunks with the elastic band prominently featuring the concave logo. The label has been almost synonymous with boxing gear ever since. The logo had a pseudo ubiquity. You didn’t actually ...
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