Löwenbräu Light Special 1977 Vintage Men’s T-Shirt




Despite its German roots and dubious first brew date, the famous lion’s brew label was just that by the mid-’70s when it was brought stateside and the flavor profiles changed dramatically but still maintained the impression of ‘made in Germany.’ Of course, those n Germany continued to enjoy the real deal for decades to come, but for the most part, export brew was no longer on the menu. Löwenbräu is alleged to have been founded around 1383, though that date has been called into question by historians. In 1524, Jörg Schnaitter, a pierprew (beer brewer), is mentioned in connection with the property at the address 17 Löwengrube and the brewery was first mentioned in 1746 in Munich tax records. The lion emblem originates from a 17th-century fresco in the brewing house, depicting Daniel in the lions’ den. In 1818, Georg Brey, a brewer of peasant origins, bought the brewery, which began to grow under his management. Fast forward to 1975 which saw a domestic brewer acquire the North American rights to Löwenbräu and after two years of exports, Löwenbräu was for the first time ever brewed domestically with an Americanized recipe, and exports of Munich Löwenbräu to North America ceased. The new brew was marketed with the memorable “Here’s to Good Friends” jingle, originally performed by baritone jazz singer Arthur Prysock and then later by other various singers, including Clint Holmes, ran from 1977 to 1985. The jingle accompanied TV spots that showed men living their best life and reaching for the premium beer in any number of settings. of course, not all was as rosy as the commercials would have you believe as the domestic brew caught the attention of regulators as well as the public to the changes made to mass-produce the beer for the American market, changes which introduced artificial ingredients that would not have been allowed under the German Reinheitsgebot (purity order) that the new Löwenbräu was advertised as being compliant with. No regulatory action was taken, but sales of the brew dropped to the point where it was clear the brand would not seriously compete in the premium-beer segment and it was eventually shelved in favor of other labels for the domestic market here in the states. 


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.

  • 100% combed and ring-spun cotton*
  • Fabric weight: 4.2 oz (142 g/m2)
  • 30 single
  • Tear-away label
  • Shoulder-to-shoulder taping
  • Side-seamed
  • Retail fit
  • Runs true to size


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.

  S M L XL 2XL 3XL 4XL
Width 17.99 20.00 22.01 24.02 25.98 27.99 30.00
Length 27.99 29.02 30.00 31.02 32.01 32.99 33.98
Sleeve length 8.90 9.17 9.45 9.72 10.00 10.39 10.79
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.

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