The Mountain Prints Amazon Phenom 

Sept 1, 2009

Check out the remarkable story of the Three Wolf Moon shirt at themountain.me.

One Amazon.com user had no clue his five-star rating and sarcastic review of Keene, N.H.-based The Mountain’s Three Wolf Moon (3WM) T-shirt would result in phenomenal sales of the shirt.

Bee-Dot-Govern’s online review humorously states that the shirt “has wolves on it which makes it intrinsically sweet and worth five stars by itself, but once I tried it on, that’s when the magic happened. I walked from my trailer to Wal-Mart with the shirt on and was immediately approached by women.”

Since the review went live on Nov. 10, more than 1,350 additional reviews have been posted about the T-shirt, and nearly 15,000 viewers have added their ratings. Each review continues the satirical tone of the original post.

The T-shirt has become infamous thanks to the reviews that have resulted from the 3WM design — which was printed using FujiFilm Sericol inks. It is now on Amazon’s Bestsellers list and sales are estimated to have increased 2,300%.

Prior to the ongoing string of reviews, The Mountain was selling two or three of the shirts featuring the 3WM design a day on Amazon. com. As recently as May, it was selling more than 100 shirts an hour on the Web site, according to Michael McGloin, art and creative director.

“Do a Google search of ‘Three Wolf Moon’ and it brings back more than 5 million mentions,” he says. “It’s unprecedented. — S.M.

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