What's in an image? Well, for decades when movie studios depended on posters to sell their films, an image was everything. They needed to describe, succinctly, what a movie promised — whether it was romance, horror, or full-throttle action. Many creative minds were employed to expertly craft each movie's marketable aesthetic. Some pioneered new paths, while others relied on past proven successes.

In the case of Sergio Leone's Dollars trilogy, the film and its distributors had a few factors working for — and against — their interests. By the time the series reached American shores, it had already been a huge success in Italy, where each of the three movies was filmed. However, while A Fistful of Dollars dazzled European audiences, that same fact threatened to undermine its success in the United States. All movies produced in Italy at the time relied on dubbing. Sound wasn't recorded as the movie was filmed and was added later on in the production process. So, while American audiences were used to actor's lips matching up perfectly with the dialogue, A Fistful of Dollars, For a Few Dollars More, and The Good, The Bad, and The Ugly all featured slightly off dubbing that could easily have put off their American audiences.

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Clint EastwoodRawhideWestern

Clint Eastwood said that one movie script changed his life forever. Sophia Loren agreed.

Luckily, these movies featured one of the most striking images in movie history, that of Clint Eastwood's "Man With No Name." 

Instantly recognizable even in silhouette, this new character was everything a movie needed to draw viewers in. There was such a sense of mystery and cool around Eastwood that moviegoers couldn't help but part with their ticket money. So, how did the look come about? In 1974, 10 years after debuting the legendary look, Eastwood spoke with Playboy about developing the costume and its accessories.

"I went into Mattson's, a sport shop up on Hollywood Boulevard here, and bought some black Levis and bleached them out, roughed them up. The boots, spurs, and gun belts I had from Rawhide; the hat I got at a wardrobe place in Santa Monica." 

It was a look cobbled together from multiple sources, that somehow also integrated Eastwood's nascent history in the Western genre. The personal touches the actor added, especially in the character's accessories, fully fleshed out what could've been a one-note role.

"The little black cigars I bought in Beverly Hills," said Eastwood. "The poncho I got in Spain."

While most Halloween costume stores now carry something resembling The Man With No Name, the original outfit was an international affair, with elements from all over the place coming together to set Eastwood apart from the rest of the matinee gunslingers. 

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