In 1900, Buffalo was the eighth-largest city in the United States, a major railroad hub and the largest grain-milling center in the country. By the 1970s, however, the Nickel City had lost much of its shine. To combat the negativity produced by high unemployment and mass exodus as industries shut down and people left the Rust Belt for the employment opportunities of the South and West, adman Alden Schutte produced the Talkin’ Proud campaign. Buffalo residents were frequently serenaded with the song, which sounds like an outtake from the Cannonball Run soundtrack, replete with brassy horns, handclaps, and ringing church bells. “Buffalo's got a spirit, talkin' proud, talkin' proud!"

Buffalonians certainly were proud of their NHL Sabres during the mid-’70s, however, as Gilbert Perreault and Rene Robert (“The French Connection”) led the Sabres to the league’s best record and a conference championship during the ‘74-’75 season. In the franchise’s first Stanley Cup finals, Buffalo eventually bowed to the Flyers’ “Broad Street Bullies” in six games.

Talkin' Proud

A portion of this shirt's proceeds benefits The Roswell Park Cancer Institute, a comprehensive cancer research and treatment center located in Buffalo, New York. Founded in 1898 by Dr. Roswell Park, it was the first dedicated medical facility for cancer treatment and research in the United States.