'Never Mind the Bollocks' Promo T-Shirt

The original Warner Brothers in-house promotional T-shirt issued for the American release of Never Mind the Bollocks, Here's the Sex Pistols — Warner Bros. distributed the album in the United States in autumn 1977 after the band's UK label Virgin Records had carried the title at home. The shirt was made for the label's promotional and trade pipeline rather than for commercial sale, and was given away to record-store buyers, radio personnel and the press during the run-up to the US launch.

The Warner Bros. campaign for Bollocks was the precise moment at which an American major label was for the first time attempting to position British punk to a US mainstream audience — six weeks before the Sex Pistols' January 1978 US tour and four months before the band's collapse at Winterland. Original Warner Bros. promotional items from this window are scarce; surviving examples in this condition are scarcer still.