Acrylick Clothing

Acrylick are a Los Angeles-based independent clothing label for whom every design has a meaning. Wanting clothing to be universal and non-discrimanatory, the company aim to make "fashion with a positive message". Their manifesto states-

"Acrylick clothing is not meant to make the individual that wears our clothing one of norm, nor do we try to push conformity. Instead we intend to have individuals to use our clothing as a way to find their own originative spirit by expressing what they feel within by wearing our clothing to express it visually without"

Sounds like it could be a statement from one of many labels, but the difference with Acrylick is that they are actively trying to sell more than just good designs. Each product has an explanation alongside it describing the meaning behind the design and the aims of it, the idea being that you wear it if you agree with the beliefs that the item embodies, not just because you like the look of it.

For example, the Wise Beyond t-shirt is explained as – "The ability to discern or judge what is true, right, and lasting is important. When we have this ability, we are considered to be wise. Being wise is a trait one gains from living and experiencing the trials and tribulations of life…. We should take what life gives us as training for one day becoming a better person. Till that point, this shirt will offer some inspiration during the journey"

And Peace, Love and Hip Hop states- "Drugs, Sex, and Rock and Roll is great for some people, but for others it’s a bad combination to follow. Some that follow this combination will have heavy consequences. So why not follow the combination we offer. Love, peace, and Hip Hop won’t cause you to end up in rehab or jail, at least we don’t think so."

Acrylick sell their beliefs and designs on MySpace and online (as well as in various stores around California) where they have already amassed 35,268
friends- quite an impressive sales/ customer interest target for small
t-shirt label. The brand’s success highlights an important yet obvious
change in consumer behaviour- as people expect more from the products
they buy, Acrylick’s combination
of good design with non-aesthetic values that relate to the lifestyles
of it’s target customer bring the worlds of fashion and self-expression
together. Oh, and they’re cool!