You spell it as 'sweatshirt' but, at least in its modern meaning, it actually has nothing to do with sweat. A sporty garment has now become a status symbol of men's fashion. From synonym for leisure time, to iconic must-have in any cool wardrobe.
Designers and brands have recently legitimized it in their latest collections, thus making it the central attraction on catwalks as a garment on which to experiment with short circuits between fabrics and decorations. Sweatshirts are also worn by anchormen or politicians on TV; they seem to be the most popular piece of clothing also (and especially) among the 2.0 Silicon Valley gurus in California. Wearing a sweatshirt also at events that require a more formal dress code means being beyond outsiderness to brilliant and visionary start-uppers.
The latter have the subtle task of entrusting this clothing item with a global message: "I am myself and no influence can change me". Hence the sweatshirt turns into a sort of communication amplifier. A neutral surface where to emphasize letters, symbols and logos, or to be left plain, in the case of more easy and minimalist visions.
