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meh - American Apparel

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Apathy is hard work.

No matter how hard you try, sometimes apathy and indifference is all you can muster. Sometimes, ten thousand monkeys at ten thousand typewriters just couldn't care less.


Writing these amusing and pithy product descriptions you see on ThinkGeek.com is harder than it looks. Take our new 'meh' shirt, for example. Writing copy shouldn't be as hard as coding a first-person shooter in assembly, but sometimes indifference wins and creativity loses.

In this case, we gave the writing job to our primary apparel merchant. The best she managed was to write "meh" on the back of a chinese delivery menu. The gadget merchant spent the day drawing doodles in it (after ordering Hunan Beef of course), consisting mostly of stick figures wielding swords. The computing merchant made the most progress: he wrote "t-shirt." He handed the menu to the general manager. She misplaced it in the stacks of other food menus in the kitchen, so we had to start all over. It was then delegated to the customer service monkeys, but they became so unmotivated, they forgot to eat and regretfully expired. The graphic designer made a coffee stain on the menu and turned it into a drawing of a vampire cat, but that was no help at all. Finally, we locked ourselves in the conference room with a case of Bawls and the Office Space DVD for inspiration. Days went by and finally, a breakthrough. We now present to you the result of our toil. The description of our shirt:

Meh. It's a t-shirt.

"meh." printed in white on American Apparel's fine jersey, 100% cotton tee in black. Apathy included! And if you don't know what "meh." means, perhaps your life just doesn't properly suck.

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