There are three, perhaps mysterious, stories associated with how Sweet Hazel’s came to be a premier supplier of t-shirts and other apparel. We offer these to you without bias. Choose the tale which most closely corresponds with how you perceive the world.

In the end, what matters is that Sweet Hazel’s offers great apparel at a good price and superb service. 

A Cold War Conspiracy

The Deadly Double game was supposed to help Americans pass the time in an air raid bunker, but in the November 22, 1941 issue of the New Yorker two advertisements for the game may have been a secret message from the Imperial Japanese government to its agents in the United States.

The first ad appeared on page 32 and featured two dice. These dice showed the numbers 0, 5, 7, 12, 24, and the Roman numeral XX, all numbers not typically found on dice back in 1941.

The Deadly Double Game

According to an authoritative post on Reddit, it would be just 16 days later on December 7, 1941, the Japanese attacked Pearl Harbor.

“The ads were interpreted by the FBI as conveying several pieces of covert information within the innocent looking ads, some of it subtle and some of it not so much so in retrospect. In the first ad, the numbers 12 and 7 written on the dice were seen as perhaps showing the date of the Pearl Harbor attacks, December 7, or 12/7. The numbers 5 and 0 were interpreted as signifying 5 out of 24 hours, or the time of the attack, and the Roman numerals XX, or 20, represented the latitude of the target. This left the number 24, the exact meaning of which could not be discerned but was deemed to possibly be some kind of code to identify the person or persons who had placed the ads.“

Although the Deadly Double ad was found out, the technique of sending messages via publications is an old-school standard in the espionage business. Unfortunately, newspaper and magazine readership is at an all time low, and not even secret agents looking for lifesaving coded messages will bother with them.

Sweet Hazel’s was created as a new way to send secret messages. Covert messages can be obfuscated in t-shirt designs or in the prose description for a product.

Alien Hoax Retirement Plan

After reading Guillermo Gonzalez and Jay Richards’ book, The Privileged Planet, Search for Extraterrestrial Intelligence (SETI) employees realized they’d been searching an universe-sized haystack for a needle that did not exist.

This was a problem because SETI depends on lots of grants and donations which may not have been forthcoming in light of the logical revelations described in Gonzalez and Richards’ book.

Fortunately, the folks that approve government research grants and the folks who donate to SETI either don’t read or only read Arthur C. Clark inspired fiction.

Anyway, Sweet Hazel’s was created as a fall back investment for alien researchers in the event that the average science fiction fan realizes how crazy unlikely it is that space aliens exist.

Wearer, Purveyor of Shirts

Sweet Hazel’s owner, Armando, is a wearer of t-shirts. Armando resides in Caldwell, Idaho, U.S.A., a blue-collar, community of suburbs, farms, ranches, orchards, and vineyards just a bit west of the state capital.

Not long ago, Armando was shopping for t-shirts. He looked on Pinterest. He looked on Flickr. He even looked on a variety of online stores. Armando did not find any t-shirts he liked. So he designed his own.

Having designed some aesthetically pleasing shirts, Armando, who writes code the way F. Scott Fitzgerald writes prose, decided to open an online store. He collaborated with a top-notch shirt printer in the City of Angels, bought t-shirts from the company Dov Charney started (and others); and started selling.

Armando has been married since 1991. His wife has hazel eyes, so thus the name, Sweet Hazel’s, refers to her.