The Lifestyle Guide and Information

Something strange happened this week in Amazon.com's apparel section.

For a day or two, a black T-shirt featuring an image of three wolves baying at a full moon claimed the top slot at the online store's clothing bestseller list,, beating out the usual, unremarkable mix of Levi's 505 regular-fit jeans, Crocs clogs and Adidas running shoes.

Three Wolf Moon T-Shirt, Available in Various Sizes

And really, why wouldn't you buy the shirt, which is priced from $7.65 to $17.93, depending on your size? Just read the long and growing list of customer testimonials promising earth-shattering experiences or psychedelic vision quests upon purchase.

"I bought this shirt and instantly old girlfriends started calling me again," wrote one reviewer."My doctor says the cancer has gone into remission," wrote another. "

Thanks for changing my life!"The shirt's page at Amazon.com had quietly existed for years without much comment, but after a snarky link from CollegeHumor.com, the "Three Wolf Moon" shirt suddenly sprouted hundreds of five-star ratings.

Reviewers have dreamed up epics about its powers, weaving fantasies involving everything from the Large Hadron Collider in Switzerland to the pop group Duran Duran.

As the joke caught on and got passed around the Web, Photoshopped spoofs of the shirt started appearing online -- featuring corgi puppies, spiders or haddock instead of the now-famous wolves.

CollegeHumor.com, a comedy site started in 1999 by a couple of high school friends who grew up together in Timonium, Md., also claimed victory this week for rigging an online poll run by the state of Nebraska to select a new license-plate design.

The site urged its readers to vote for what it deemed the most boring design available to Nebraska drivers. That gray-and-white plate won.Officials in Nebraska said they monitored Web traffic to screen out visitors coming directly from the humor site, but CollegeHumor.com was still, credibly, claiming the joke a success this week.

"Together we pranked the entire automobile-owning population of Nebraska," wrote a CollegeHumor.com editor, in a Wednesday posting. "Congratulations."

This type of online rabble-rousing appears to be catching on more than ever over the past year, said Tim Hwang, the organizer of ROFLCon, a convention dedicated to celebrating Internet memes.

After all, another Web-based prank crossed over into the real world just last month when a 21-year-old college student, known by the online moniker "m00t," sailed to the top of Time's "most influential person" list in an online poll, beating out the likes of President Obama and Oprah Winfrey.

Gathering nearly 17 million votes, the world's "most influential" person is the founder of another jokey Web culture site, 4chan.org, whose proprietor is known offline by the name Christopher Poole. If you don't get why the shirt, and its reviews, are so funny, don't worry.

CollegeHumor.com co-founder Josh Abramson said it's a case where the shirt is so uncool that it's cool."A lot of things that become popular on the Web are based around just being ironic and being an inside joke," Abramson said.

"This resonates with a geeky, hip crowd that is very Web-savvy. When something resonates with that circle, crazy things can happen."Abramson said his team had considered licensing the wolf shirt for sale.

CollegeHumor.com, which had 7 million unique Web visitors last month, also has an online store that sells T-shirts with ironic catchphrases and designs, called BustedTees.com. But it appears that the site may have been a bit slow to catch on to its own meme.

"We're kicking ourselves that we didn't," he said.The New Hampshire company that makes the "Three Wolf Moon" shirt said that it doesn't generally mind being the butt of this joke."You have to be able to laugh at yourself," said Michael McGloin, a partner and art director at the Mountain, who added that he finds some of the reviews to be "freaking hilarious."

The company certainly doesn't mind the shirt's recent uptick in sales: "Three Wolf Moon" is sold out, and the Mountain has started printing up a fresh batch.

It seems that the wolf theme was growing in popularity even before the Internet hipsters descended, McGloin said."Wolf shirts are super hot right now," he said. "It's the year of the wolf, I guess."

Click now to Three Wolf Moon T-Shirt, Available in Various Sizes

By Mike Musgrove, Washington Post Staff Writer

Labels: ironic tshirt, lifestyle guide, the mountain, three wolf moon, tshirt, wolf moon, wolf shirt, wolf t-shirt

New York - What is true luxury? Just when I thought I'd settled on my answer - a flat-screen TV the size of Kansas and a leather-upholstered car that can travel at triple the speed limit - I made several visits to Finland. Shortly after my return the financial crisis hit. Finland has been on my mind ever since. In these hard times, we could learn a few things about luxury from the Finns.

Strolling the streets of Helsinki, the capital, I noticed a lack of grand architecture and opulent homes, and an abundance of modest cars. Helsinki was a nice enough city, and it had some gems of modern design, but part of me felt that Finland was a bit dull. And, strangely, some of the Finns I met seemed to take pride in this.

Finland seemed even duller on my next visit in July. The weather was glorious, but Helsinki felt like a ghost town. I learned that most Finns take a five-week summer vacation, and that many of them disappear for the entire time to tiny, bare-bones cottages in the woods. Curious, I wrangled an invitation to visit one of these secluded cabins. It was meticulously cared for, but lacked any creature comforts. I quickly realized that there was nothing to do and no one to see.

After a couple of days at the cabin I was a convert. It was marvelously relaxing, and I realized the Finns were on to something - a form of luxury that had little to do with high-end products, the quest to acquire them, or the need to show them off. While some Finns pursue the material trappings of success, most seem to feel that the pleasures of time and solitude are more precious.

During my visits, I met some North American expats, including a Canadian who'd lived in the US for years. "I talk to friends back in North America," he told me, "and they tell me about all the latest toys they've bought. Here I'm just puttering away on my little house like a Finn, and that's about it. The pace of life is slower. I like that."

Americans in Finland shared similar sentiments. But they weren't naive about the place, and there was a reason they weren't buying the latest toys. "I'll never become rich in Finland," one explained, "the taxes are just too high." But for him it was a trade-off worth making. "Great healthcare, basically free. My kids get one of the best educations in the world, free." By the way, that includes college, free. He had no plans to move back to the States.

As I spent more time in Helsinki, my own notion of the luxuries available in Finland expanded to include more than just the quiet pleasures of a cabin getaway. Finnish cities are filled with universally well-maintained and high-quality schools, hospitals, buses, trains, and parks. While most Finns might never be able to own a well-appointed SUV or a big house, they value the less-tangible assets they do have, which add up to quality of life and peace of mind.

Finland doesn't pay lip service to providing a level playing field for all its citizens. It really does give the vast majority of its citizens a fair and equal chance in life, in a way that the US just doesn't, no matter how much Americans like to think it does.

Finland has its downsides, of course. The Finns I met described high rates of depression and alcoholism among their countrymen, and admitted that many Finns seem to suffer from low self-esteem. When I returned to the dynamic bustle of New York, I was happy to be back, even with the financial crisis decimating the economy.

Compared with Finns, Americans have qualities I admire and treasure: optimism, an entrepreneurial spirit, and a willingness to be opinionated, for starters. These qualities will help us fight our way back to economic health.

But let's face it: The single-minded pursuit of outsized material consumption helped get us into this mess. As we struggle to get back on our feet, perhaps we should pause for our own "Finnish moment."

The Christian Science Monitor, by Trevor Corson

Trevor Corson is the author of "The Secret Life of Lobsters" and "The Story of Sushi: An Unlikely Saga of Raw Fish and Rice."

Labels: finland, helsinki, lifestyle guide, luxury, quality of life