The popularity of Tie-dye T-shirts took off in the late 1960s during the hippie/peace movement. With the advent of the "psychadelic" generation, free spirited music and uninhibited free love movement, the tie-dye t-shirts proved a stark contrast to the button down, starch collared appearance of parent and authorities.

As music stars from Jimi Hendrix to Janis Joplin sported them, the shirts seemed to serve as a symbol for the generation and for the change in times. As the Age of Aquarius faded into the era of Disco, tie-dyed shirts faded from the spotlight. However, as the Grateful Dead grew their fan base during the 1980s and 1990s, the shirts returned to popularity, not only among their concert goers, but among the free spirited youth of the day.