True-blue Jayhawks can choose from among as many as 200 licensed products to proclaim their love of KU.
Tony Nave of Lawrence wrapped himself in Jayhawk socks, underwear, shorts, sweatshirt and fishing hat.
In a sea of crimson and blue, he gripped a homemade "I love Jayhawks" yard sign and sat on a KU blanket.
Of course, Nave might not have been welcome among Kansas State Wildcats in Manhattan. But in the friendly confines of Lawrence, he was styling.
"I like this hat. We sell lots of these hats," said Nave, a KU student who works in the gift and clothing section of the Kansas Union Bookstore.
During a tour of the store today, he had his choice of a mindboggling array of products touting the Jayhawks.
The shelves -- packed with merchandise in anticipation of the first day of classes Aug. 22 -- held bumper stickers, wreaths, flags, posters, umbrellas, coasters, puppets, cookie cutters, clocks, light-switch plates, caps, blinking buttons, necklaces, letter openers, shoelaces and corkscrews.
There were dozens of apparel options, from the basic white T-shirt to a fancy embroidered sweatshirt. For Baby Jays: leak-proof diaper covers, bibs, rattles, bowls and bottles.
"In terms of trends in Jayhawk fashion, it's back to the basics," said Carmen Kindling, acting buyer at the store.
She said KU clothing in plaid and odd colors -- purple and green?-- were on the outs.
However, Kindling said, there was one constant. The essential element in any KU student's wardrobe remains the gray sweatshirt with KANSAS in blocked blue lettering.
"Always has been and always will be," she said.
Kindling said the wackiest item awaiting students this fall semester was a Jayhawk cap with wings and a tail.
No one will catch Mike Reid, bookstore manager, wearing that hat.
"I've never been a fashion guy," he said. "I wear Kansas shirts with the Jayhawk small, not large."