The Smoker

This shirt is made from a 40 year old original Marlboro Adventure Team towel, once part of a marketing campaign that turned smokers into explorers. In the 1980s, Marlboro created the Adventure Team to sell more than cigarettes—they sold a rugged, untamed lifestyle. You could buy cigarette packs, collect miles, and trade them in for gear that said you belonged to something wild and fearless. This towel represents a formative time when branding became identity, and marketing didn’t just sell a product—it sold a persona.

This campaign was so successful that it led to government intervention regarding how tobacco companies marketed their products. Adorning this shirt means stepping into that strange legacy, where tobacco met terrain and freedom came with a barcode. Forty years later, being part of the Adventure Team means rewriting the story—same spirit, better choices.