Hot Web Trend Covered Up

updated 03/24/2008 AT 01:00 AM EDT

originally published 03/24/2008 AT 01:00 AM EDT

BEHIND THE SLEEVEFACE
Sure, kids have done it for years, but pals John Rostron (right) and Carl Morris gave it a name and started a Web site, www.sleeveface.com. "Friends told friends," says Rostron. "It becomes addictive!"

ELTON JOHN
When Sleeveface fan Gabriel Kuo found this LP at a shop, his girlfriend happened to be wearing Elton's shirt. "We had to do it."

BILLY IDOL
Maz Seaman posted this knockout shot in the Sleeveface group on Flickr, one of several sites where the photos can be found.

PHIL COLLINS
"That was the first one I did, and I could do it myself with a [camera] self-timer," says Dawn Stinchcomb-Wade. "It was funny."

BRUCE SPRINGSTEEN
"It's me in the picture," says Roel Brals. "The shirt's almost the same but I don't look like Bruce, not at all!"

BARBRA STREISAND
Christophe Gowans said his black Lab Max didn't make this shoot easy. "He was peeking underneath the sleeve to see if he was behaving himself correctly."

TINA TURNER
Gowans jokes that the model, a friend, "asked me if I could follow her around with a Tina Turner sleeve at all times from now on."

LIBERACE
The entertainer was "about style," says Gowans. "I just thought, 'Let's get him doing something ordinary, like making the stew.'"

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