Neighborhood-pride T-shirts: Nostalgia with a boast

If you remember Frank's Soda Works in South Philadelphia, know the attributes of both the Electric Factory and the Arena, or understand the rivalry between the students at St. Maria Goretti and Girls High, then Philadelphia entrepreneur Fred Lavner has something for you.

In August, Lavner launched a line of nostalgic T-shirts and hoodies cleverly named B4 - as in before B'nai Jeshurun Synagogue left Strawberry Mansion for Mount Airy, then the suburbs. Or before, when Pep Boys was just a local shop owned by local boys Manny, Moe, and Jack.

Essentially, Lavner's soft cotton apparel hails all things quintessentially old-school Philly, from neighborhoods as far north as Oxford Circle and as far west as Overbrook Park to dining spots such as Murray's Delicatessen, Barson's Luncheonette - "Home of the Big Shissel" - and Horn & Hardart. (On his website www.retrophilly.com, he also sells pocketbooks fashioned from Pennsylvania license plates and books celebrating the city or its sports teams.)

But Lavner's success - he sells more than 500 pieces a week - isn't just a Philly thing. Fashion experts say apparel that celebrates places satisfies our craving to be unique and cultivates a sense of pride.

"Brands are trying to re-create connections with consumers," explained Natalie W. Nixon, director of fashion industry management at Philadelphia University. "We are coming out of this recessionary state, so these images of our childhood help us romanticize about a time when things were simpler, easier."

Lavner, who grew up at 57th and Beaumont, believes Philadelphia is a prime candidate for serving up memories. He offers more than 500 designs online, and at least 600 more are in the pipeline, including one for Tastykake.

"Anything that's Mount Airy, I love," said Lewis Jaffee, 55, a special-events planner who owns about three dozen of the B4 T's. "I am a boomer and I've seen all kinds of changes in Philly. But there is a special place in my heart for the old days."

Most lifelong Philadelphians would appreciate the trip down memory lane, but the T's, priced at $19.95, are especially authentic because of Lavner's attention to retro detail. Some of the images feature the original business logo: The Barson's T features the red script from the 1950s menu and neon sign. Others are re-created by Lavner's Center City-based research and design team with permission from the business owner or the advertising agency that created the design.