Urban Outfitters Goes Hillbilly?


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This VHS logo shirt is being sold by an Urban Outfitters’ store in Glasgow, Scotland.
So here’s a mystery for you: How did a t-shirt with Verona High School’s Hillbilly logo on it wind up for sale at an Urban Outfitter store in Glasgow, Scotland?

Emma Francullo, a 2016 graduate of VHS, is in Scotland right now on break from college and spotted the shirt, which carried a price tag of 26 British pounds, more than $36. Pretty pricey, and it’s not even the original Hillbilly-with-shotgun-and-jug logo. This shirt’s logo is the updated one that subs the gun for a fishing pole and replaces the moonshine jug with a round-faced puppy.

Since the copyright for the Hillbilly logo is held by Verona’s public schools, we reached out to John Quattrocchi, president of the Verona Board of Education, to find out whether Verona had ventured into licensing to expand its funding sources. The answer: “Nope”.

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Urban Outfitters’ press office hasn’t yet responded to an email we sent this morning asking how the shirt came to be among the international chain’s merchandise.

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Virginia Citrano
Virginia Citrano
Virginia Citrano grew up in Verona. She moved away to write and edit for The Wall Street Journal’s European edition, Institutional Investor, Crain’s New York Business and Since returning to Verona, she has volunteered for school, civic and religious groups, served nine years on the Verona Environmental Commission and is now part of Sustainable Verona. She co-founded MyVeronaNJ in 2009. You can reach Virginia at [email protected]


  1. Urban Outfitters has a well documented past of ripping off others designs with zero respect for intellectual property rights


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