Marvel Comics' superhero, Captain Marvel, first appeared in Marvel Super-Heroes #12 (1967) and launched his own series soon afterward. Captain Marvel was a Kree soldier named Mar-Vell and came to Earth wearing a white and green uniform. After sixteen issues and fading sales, a fashion emergency was called. Gil Kane drew the cover to Captain Marvel #17 (1969) that proclaimed one of the most extreme makeovers in comics history:
I think Captain Marvel's red and blue costume design is one of the greatest in the world of comics. The yellow exploding sun in the center of his chest, the mysterious nega bands around his wrist, and the weird half-mask that exposes his hair--every detail just makes him visually unique and unmistakable.
More than just the costume design--it was the way the Gil Kane drew the character. Don Heck had briefly drawn the new costume at the end of issue #16 and it wasn't nearly as exciting.
Besides the new costume, Captain Marvel #17 has a story that focuses not on Mar-Vell, but perennial sidekick Rick Jones. After Rick's brief stint as Captain America's all-new Bucky ends, he leaves Avengers Mansion feeling destitute. Holographic visions of Captain America lead him to a secret base, where he discovers the nega bands.