[1][2][3] The Black Dog T-shirts became well known during the 1990s as photographs of celebrities wearing the shirts began appearing in national publications.

Only a limited number of people were allowed in the store at one time, so lines formed down the wooden fenced ramp that ran from the front door.

[11] The Black Dog currently has many locations on Martha's Vineyard and one on the island of Nantucket, as well as in the mainland Massachusetts towns of Falmouth, Mashpee, Newburyport, Boston, Plymouth, and Chatham.

Outside of Massachusetts, they have stores in Newport, RI; Portland, ME; Kennebunkport, ME; Portsmouth, NH; Mystic, CT; Annapolis, MD; Savannah, GA; Charleston, SC; and Sarasota, FL.

The story of how The Black Dog got its name: Robert Douglas was an Air Force pilot who spent summers on Martha’s Vineyard.

In January 1971,[13] the captain opened an inn for sailors named after his pup and The Black Dog was a constant fixture.