The famous "Man in the Hathaway Shirt" won't be making an appearance in C.F. Hathaway Co.'s upcoming national advertising campaign. The eye patch man who appeared regularly in the Waterville, Maine-based apparel company's ads between 1951 and the 1970s is being bypassed in favor of a new image that will debut in September. "We took a look at all the competition and what they were doing," Hathaway Chief Executive Donald Sappington said. "We wanted to stand out, to be recognized, noticed." The man in the eye patch hasn't been retired, however. Hathaway continues to use his picture on a bookmark placed in the pocket of each shirt sold.