The road wound along small towns, mountains and over waterways through 8 US states.
Although the road ceased to be part of the federal highway system and has been replaced by modern highways, the brand and memory of the road lives on in the United States, and not least in Sweden. We still sell many t-shirts every year with the iconic Route 66 brand both in Sweden and to the rest of Europe.
In the 1950s and 1960s, the modern highway network in the United States was built, causing Route 66 to gradually lose its importance as a main road. In 1985 it was deregistered as a federal highway. Despite this, Route 66 has continued to be a popular and nostalgic travel route for tourists and adventurers. Some parts of it are preserved and maintained as historical sights. For those who plan carefully, it is almost possible to still drive the authentic route even if it no longer connects in the same way.
A time when the journey itself was as interesting as the destination.
By today's standards, we would call Route 66 a country road. Unlike a modern freeway that is usually planned for efficiency between points A & B, Route 66 meandered along the countryside and passed through hundreds of large and small towns.
During the journey, you got to experience dramatic changes in both nature and see sights up close. Traveling on route 66 was more or less an experience in itself.
During the 1930s, Route 66 became a symbol of freedom and new opportunities for many Americans seeking better living conditions during the Great Depression. Many traveled along the road hoping to find work and a new start in life.
A strong economy eventually emerged along the way with a thriving cafe, motel and food scene.
The concept of taking a road trip along Route 66 has been romanticized and is a dream for many people around the world. There is a feeling of traveling through the heart of America and discovering the country's varied landscape and culture.
Countless movies and series made take place on the road. Easy Rider, No Country for Old Men, Highway Men and Little Miss Sunshine just to name a few films where the action is partially relocated to Route 66.
Route 66 has come to represent a particular form of American way of life and ideals. The brand is especially big among bikers, car and motor enthusiasts. If you visit a diner in Sweden, the odds are almost non-existent that there isn't a sign or board with the Route 66 brand hanging there.
What does Route 66 mean to you?
