E brings to my attention this BBC News story about the above T-shirt, for sale on Amazon.com and titled “Three Wolf Moon.” People started posting absurd reviews, and soon it took off — there are now hundreds of reviews along the lines of “”When I put this T-shirt on for the first time, my wife left me! Thank you, Three Wolf Moon T-Shirt,” with a five-star rating.
The shirt is now the number-one selling apparel item at Amazon.com.
This is an example of an object acquiring a narrative, and meaning. At first, it was simply a bad T-shirt. Then it became that bad T-shirt, the one that attracted a reviewer-flash-mob. If you were wearing it, and someone asked, you could tell them a story. In fact you could tell them the story even if they didn’t ask — it’s a good story! — particularly if you submitted a funny review which you can then recount.
The object becomes a souvenir of a moment and an experience: The time we all got together and made fun of this T-shirt.