In 1975, Keith Richards famously wore the “Who the F*ck is Mick Jagger?” t-shirt as a tongue-in-cheek joke during the Rolling Stones’ Tour of the Americas. The shirt was a playful jab at the intense media focus on Mick Jagger’s persona and ego at the time. Richards donned the shirt both backstage at Madison Square Garden and during various stops on the tour.
Despite popular belief, Richards didn’t make the shirt himself to take a jab at Jagger. The shirt was actually a gift from Atlantic Records (or specifically, a PR stunt/gift related to the label).
At the time, Mick Jagger was increasingly seen as the jet-setting, high-society “businessman” of the band, while Keith remained the gritty, quintessential rock rebel. Keith wore the shirt during rehearsals and backstage as a tongue-in-cheek comment on Jagger’s massive ego and his burgeoning status as a global celebrity.
The 1975 tour was a chaotic, high-energy period for the Stones. Richards was at his “peak” pirate aesthetic—shaggy hair, kohl-rimmed eyes, and scarves. The white t-shirt with bold black lettering stood out against his usual dark, layered stage gear.
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