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In 1873, after the Civil War, German immigrant August Goebel, Sr. founded A. Goebel & Co., and by the 1880s, Goebel had become Detroit’s third-largest brewery. Billed as a ‘light lager,’ their beer was golden in color, and was noticeably drier than most everyday beers of the era. The beer was a local favorite from the brewery’s inception, but grew in popularity by word of mouth beyond Michigan. Seeing opportunity in out of state bars and restaurants placing orders, Goebel rebranded their signature brew as ‘Gold Label’ in 1940, which was combined with a national ad campaign leading to regular availability in many states throughout the ’40s and ’50s. Goebel remained strong throughout the ’60s, even introducing an innovative unpasteurized draft beer they described as ‘real’ and ‘natural’ beer that gave them a spike in sales, though the company was sold to a brewery conglomerate in 1964 that took brewery operations out of Detroit. The new owners saw Goebel as a budget brand, and manged its decline from top shelf to bottom shelf so as not to compete with its other brands. This positioning continued until the brand was finally discontinued in 2005, marking the end of August Goebel’s Detroit brewing legacy.
Like all our designs, this one is treated with our signature ‘relic-ing’ process which includes our own secret recipe of hand-painted chipping, cracking, fading, and just the right touch of yellowing to ensure that it looks the part of a true vintage imprint.** We lay these works of art down on premium Bella+Canvas 3001 Unisex Jersey Short Sleeve Tees, one of the softest, best-wearing t-shirts available today, via state of the art direct to garment (DTG) printing which allows us to create a vintage effect that simply can’t be accomplished with other printing methods. In short, these shirts are everything you’ve dreamed of and more – it feels soft and lightweight with just the right amount of stretch making it comfortable and flattering for both men and women.
Not sure what size is your best fit? We recommend taking one of your current t-shirts, laying it flat and measuring it. The measurements in the chart below are taken with the shirt laying on a flat surface. To get the length, measure from the high shoulder point down to the bottom of the shirt. To get the width, measure approximately 1-inch below the armhole, across the chest, from seam to seam. While our tees are all made using premium, pre-shrunk, ring-spun cotton, there can be some shrinkage depending on your personal wash and dry cycles. With that said, if you’re on the fence, we always suggest going up a size.
All sizes are provided in inches!
*Heather colors are 52% combed and ring-spun cotton/48% polyester. Athletic and Black Heather is 90% combed and ring-spun cotton/10% polyester. Ash color is 99% Airlume combed and ring-spun cotton and 1% poly. **Due to the nature of the printing process and different sizes of shirts offered, imprint position and scale may vary slightly from the product images, but we do our best to be as accurate as possible.