Jack White has directed a lighthearted commercial for his Third Man Records label that hawks “pocket T’s.” The five-minute clip (via Pitchfork) stars Whirlwind Heat frontman and Third Man artist David James Swanson and centers on Swanson’s lifelong quest to make the perfect T-shirt. His quest runs much to the chagrin of his naysaying mother and Third Man Records’ clueless clothing designers, who think an armpit is a good location for a pocket.
“My name is David James Swanson, proud American, international photographer, global musician, dreamer, risk taker, tastemaker, lifestyle advisor and clothing designer,” he says at the start of the clip, sipping from a pineapple. “What can I say? Life is good. But my life wasn’t always this cushy.” The whimsical video shows all the silly hurdles he had to jump just to be able to enjoy a cocktail nestled deep into his T-shirt pocket.
The resultant shirts are available in three colors (white, black and grey), and include a “special cardboard cocktail pocket insert” with Swanson’s “pocket T mission statement” on the reverse side. There’s also a limited-edition version with a gold-ink logo and gold chain inner collar print; that print of the T-shirt also comes with a flexi-disc record called Hawaiian Heat. The record contains “Hawaiian versions” of the Whirlwind Heat songs “Pink” and “Orange,” which means they contain lap-steel guitar and ukulele, though the label says they were recorded by “the least Hawaiian guy we know,” Joshua Smith.
The three regular versions of the T-shirt will be available on the label’s website and at the Third Man store in Nashville on September 12th. A statement from the label says more designs are forthcoming.
In other White news, his side project, the Dead Weather, will be releasing their new album, Dodge and Burn, on September 25th. Ahead of the release, they released a black-and-white video of their performance of “I Feel Love (Every Million Miles).” The record will be the group’s first since 2010’s Sea of Cowards. Dead Weather are also set to perform on The Late Show With Stephen Colbert on September 14th.