One of the most difficult decisions I have ever had to make in the 30 plus years of being in business was the decision in early 2000 to retire Coed Naked. Coed Naked peaked in 1994 with sales of close to 4 million units. But with those sales came controversy, as Coed Naked shirts became the enemy of public schools. Coed Naked seemed to become the school uniform of schools all over the country, forcing administrations to make kids wear the shirts inside out and ultimately banning the shirts all together. One Massachusetts kid even sued his school for the right to wear our shirts. By the end of the millennium, it was time to let the controversy rest and put Coed Naked away for another day. More about that later.

In the meantime, and over the following 10 years, Coed Sportswear continued to sell its own t-shirt concepts and licensed many others and sold them into our “Coed Naked” distribution channels. Top selling concepts included “Just Hafta,” “It’s All About” “Power of a Girl,” “Me Time,” “Corona,” and “Major League Baseball Players Association” designs. But during that time there was always a hope by many that Coed Naked would return.

In 2010, Coed Sportswear changed its business model again and has since provided sourcing and production services to many major US apparel brands. The close relationships we have built with our brand partners will continue to define Coed in our future. But again, we could feel a quiet demand for Coed naked building over time.

Over the last few years Coed Naked seems to have been awakened by fans young and old, making more and more noise in a variety of ways. This noise has turned into demand from both consumers from the past that once loved Coed Naked and a younger generation that appreciates the retro styles of the 1990’s. This noise can no longer be ignored.

Coed Naked has been seen in Hollywood, making appearance in shows like Portlandia, Schooled and most recently Yellowjackets. In just the last month I have heard Coed Naked references on the radio, on Twitter and Instagram. I am stopped often by people that reminisce with me about Coed Naked when they see my license plate COEDNKD. And finally, the number of requests that we get asking to bring back the original Coed Naked styles is through the roof, from both the Coed Naked generation and today’s college age kids.

With that said, I am thrilled that like déjà vu, college students from the University of New Hampshire have unretired the original Coed Naked designs and making them available to all the Coed Naked fans of my generation and the new up and coming fans of today.

Mark Lane

UNH

Class of 1990