A bold slogan with a proper GAS story
The Milk Is Cool T-shirt brings a playful piece of British advertising nostalgia to your everyday wardrobe. Its oversized, hand-lettered slogan and sweeping underline make a simple statement with plenty of retro character.
Pull it on with jeans for a café stop, a weekend wander or a trip to the coast. Whether you remember the campaign or simply love a bold graphic tee, this design is an easy way to wear a little late-seventies nostalgia.
From the National Dairy Council range, 1979
GAS produced a range of T-shirts for the National Dairy Council in 1979 and took part in a spectacular mail-order campaign featuring the designs. Adverts appeared in popular women’s magazines, and the range was also promoted by Liverpool Football Club.
The wider National Dairy Council story included sponsorship of the League Cup, known as the Milk Cup, and British cycling’s Milk Race. GAS remembers an overwhelming response to the campaign.
We have since reworked the range across its designs, offering a full collection of colours, sweatshirts and hoodies. This listing is for the Milk Is Cool T-shirt. Retro promotion, and definitely NOT made from oats.
Fabric and finish
Made from 100% ringspun cotton at 153 g/m², with preshrunk jersey knit and high stitch density fabric.
- Seamless twin-needle 1.9 cm collar.
- Taped neck and shoulders.
- Rolled-forward shoulder.
- Twin-needle sleeve and bottom hems.
T-shirt size guide
Available in Small to 3X Large. Measurements below are in inches. Chest to fit is the wearer’s chest measurement, not the flat width of the T-shirt.
Size Chest to fit (in) Body length (in) S 34–36 27 M 38–40 28 L 42–44 29 XL 46–48 30 2XL 50–52 31 3XL 54–56 32 Choose your preferred size and colour using the selectors.