A few things characterize football gamedays at UT, including crowds wearing burnt orange, cheers echoing through Darrell K Royal-Texas Memorial Stadium and an abundance of buttons pinned on fans’ clothes, proudly displaying Longhorn spirit.
Today, multiple small, UT student-run businesses sell pin-back buttons to Longhorn fans, offering designs that range from iconic gameday slogans to personalized artistic pieces. However, buttons have a history that extends far beyond college campuses.
“People who display those sorts of tokens or buttons project an identity,” UT government professor Daron Shaw said. “My guess is they find it so valuable to connect with like-minded people that it’s worth it.”
Originally used as tools for political campaigning, pin-back buttons emerged as a physical representation of activism and civic beliefs. Yet, the cultural evolution of buttons from the political realm to college campuses affirms that buttons remain a manifestation of free expression and unity, Shaw said.
The birth of American politics and campaigning centuries ago was focused on elites in state legislatures, who had the power to elect state senators, Shaw said. As local politics developed in the early 19th century, committee chairs began organizing everyday voters to encourage high voter turnout, using methods such as the creation of songs, posters and accessories that coincide with many modern political campaign techniques, according to the Library of Congress.
“There were songs and pamphlets and rallies and the kinds of electioneering that we traditionally associate with American politics, that really developed almost 200 years ago now,” Shaw said. “The kinds of buttons and bumper stickers and popular representations of politics that we see today … really have their roots going back that far into American history.”
Buttons and other displays of self-expression have evolved in purpose, adapting to a changing social and political landscape. As their significance changes over time, buttons and objects used to promote political causes continue to exhibit personal beliefs.
Pin-back buttons were first patented by the Whitehead & Hoag Company in the 1890s, and were eventually used in the presidential campaigns of William McKinley and William Jennings Bryan, according to the National Museum of American History.
According to the Texas State Historical Association, James Jarrell “Jake” Pickle was a representative for the 10th congressional district of Texas from 1963 to 1995 and graduated from UT in 1938. As the 36th student body president of UT, Pickle first trademarked his “Pickle Pins,” small pins in the shape of a pickle, during his University campaign. Pickle’s pins would inevitably frame all of his future campaigns, transforming a simple political accessory into a symbol of Pickle’s identity and decades-long political career.
As individuals continue to express their political and societal beliefs in various ways, the impact of showcasing values does not necessarily translate to tangible results, such as increased voter turnout. Rather, Shaw said, buttons can promote accessibility to political participation by creating a shared sense of community and connection amongst individuals.
“If I’m studying political participation … I want to look at volunteering, working in a campaign, giving money, wearing a button or a bumper sticker, or discussing politics with other people, engaging online,” Shaw said. “These are all forms of political participation that probably ought to account in any kind of serious examination of American participation.”
The accessibility of buttons and the connections they create through shared values inspired business sophomore Alyssa Cedillo to start her own small business selling buttons. As the founder of Banners & Buttons by Alyssa, Cedillo began selling personalized banners as a high school senior. Now, she sells buttons tailored to different sporting events and celebrations at UT.
“(Buttons) are perfect for any event,” Cedillo said. “Seeing my work in a school environment is really cool to me.”
Cedillo said her passion for selling buttons is fueled by the solidarity and sense of belonging that the accessory provides. By building personal relationships with her customers, Cedillo said she cannot only promote brand loyalty but also enjoy her customers’ passion for supporting the Longhorns.
“I get a lot of satisfaction (in) seeing everyone just enjoy their time together,” Cedillo said.
Senior advertising student Reagan Needleman began selling buttons through her small business, NeedlePins, during her sophomore year at UT. While the creative and manufacturing process can be time-consuming because of the volume of orders and heavy demand during football season, Needleman hopes to carry what she’s learned from running the business beyond college.
Cedillo and Needleman bulk-order the supplies they need to make buttons and get design inspiration from other button businesses, customer recommendations and social media platforms such as Pinterest. Cedillo and Needleman have also developed their production processes and have learned to adjust to the busy fall season by managing their time wisely and creating their designs during the summer.
So far this season, Needleman has sold designs, with iconic rivalry buttons such as “Beat OU” being one of her most popular designs. Cedillo also uses social media metrics to plan future designs and analyze button sales. While seasonal trends shape the button business, Cedillo and Needleman have contributed to evolving button culture by giving students a way to express their personal values.
“I really didn’t think it’d become as big of a business or an identifying part of me as it has,” Needleman said. “It’s really just taught me that something small can turn into something bigger that you maybe never would have thought it to be.”
Needleman said that she has made buttons that tease at certain political topics and recognizes that buttons play a role in representing people’s identities. Needleman’s passion for running her small business has shown her the importance of prioritizing personal values.
“I think that they give people a sense of identity,” Needleman said. “Depending on what you want to have as your vibe and buy, is what the pins can represent to anybody.”
Whether students wear buttons to game days at DKR or to represent their personal identity, finding common ground at a school with over 50,000 students can be less daunting than it seems, according to Shaw.
Sophomore business student Grace Murray supports Cedillo’s button business as a friend, but recognizes how far the simplicity of wearing a gameday button could go. Murray said she not only wears buttons to support small businesses and add a fun element to her gameday attire, but also understands the impact of visually bringing awareness to topics that matter.
“I think staying true to your values and showing what you’re a part of is extremely important, especially in the world today,” Murray said. “I think that there’s so many groups that feel like they’re silenced, and I think that if you wear a button, then it allows people to see (your values).”
