In Brief

There is a T-Shirt revolution underway online. Over the next couple of weeks PSFK's Alex Singh will catch up with the players (large and small) in this new community of fashion companies to show you how they tick. We hope these interviews will give our readers a complete picture of the first Web 2.0 fashion companies out there.

Interview 1 – People Like Us

1) Can you explain the inspiration behind the direction and ideals of your brand and your product(s)?

Our business name is not just our business name – it’s our philosophy. We wanted to make t-shirts for people like us – people who care about where the actual t-shirts are made (i.e. American Apparel, no sweat shops, etc.) and people who care about the design and don’t want to just have a regular generic design you can find in any shops in Paddington [a popular shopping area in Sydney] – no more spray paints, no more numbers – no Industrie (http://www.industrie.com.au) stuff. And no Threadles stuff either, or BustedTees which both do purely graphic tees. Things for artists – and we really wanted to promote the artists as well. One of the other things we do is try and get them jobs. As a graphic designer I have access to a wide range of jobs and those that I get which I can’t do, don’t want to do or don’t have time to do I outsource to them, and we’ve gotten our artists several freelance gigs. But we really want to promote them as artists instead of “hey here’s a t-shirt” – which at the end is the reason why you buy it because you like the design and you like the t-shirt, but people always read what’s going on with the designer and look at their website and our artists have reported increased hits to their sites. So we wanted to create things for people just like us – what would we want to wear? What would we want to do? That’s where the inspiration is – and to promote the art and design of upcoming designers as well as more established ones and letting them do a tee when they may not have done one before.

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