The sweatshirt's potential as a portable advertising tool was discovered in the 1960s when U.S. universities began printing their names on them to exhibit school pride. The sweatshirt, along with the T-shirt, provided a cheap and effective way of disseminating information on a mass scale. The T-shirt slogan fad of the seventies inevitably translated to sweatshirts. Due to the relative simplicity of customization and the power of clever graphics combined with catchphrases, sweatshirts became a vehicle for personal expression for both the designer and the wearer.