tees with added value

I like to think that I had something to do with the proliferation of the decorated tee trend.  Early in 2003 I was working with a couture evening wear designer, Anne Bowen, when I thought – why not add the same semi-precious stones from a $20,000 dress to a simple tank?  After all, everyone I knew lived in tanks and jeans, so wouldn’t it be fab to make that simple casual uniform a little more chic and snazzy?  Certainly, special elements shouldn’t only be reserved for formal couture pieces.

I went home and hand-beaded small stones on my husbands wife-beater tank.  I wanted it to be pretty but still funky so I would add an occasional safety pin or random top stitch.  I knew I had come up with something different, but wondered if it was too edgy and “out there” to work within a sea of graphic tee regurgitation.

I wore the tank proudly all over NYC’s fashion district.  To designer showrooms and studios, fabric stores, bead stores, sample makers, you name it.  And, without fail, I would get loads of compliments.  It was the perfect trend research.  I encountered professional designers and technicians as well as PR mavens, sales reps, and interning fashionistas.  I figured if all these people could appreciate the idea I may be onto something.  So I beaded five more tanks, and my first brand, Wifebeader, was born.

It turns out, the fashion world was ready for a change, and retail giants Anthropologie and Bloomingdales both picked up my freshman line.  Back then, Wifebeader was one of a handful of brands that offered decoration, but we were the only brand that used semi-precious stones and delicately hand-stitched every bead.

Today, you can find decorated tanks and tees everywhere from H&M and Target to Barney’s and Saks, so cutting edge designers must amp up their gimmicks to get attention.  One designer, LnA, is generating buzz with their Music Tee, a collaboration with the Invisible DJ.  Here’s the low-down, it’s simply another traditional graphic tee printed with the album’s cover on the front and the playlist on the back (I have concert t-shirts from the 80’s in that style).  Their concept does get more interesting though.  Each tee is imprinted with a code that allows you to download the tracks online for free, or rather, after you’ve shelled out the $60 for the tee.

To sum it all up – if you’re in the market for another graphic t-shirt and you happen to love the Invisible DJ’s skills for curating up and coming artists, this is a fun way to spend some cash.  If you’re drawers are stuffed with silk-screened tees and your iPod is flowing with enough techno tunes to keep your heart beating all day, treat yourself to a yummy sushi dinner instead.  Regardless of the fact that I’m personally opting for hamachi sashimi and nigori sake, the marketing person in me gives the team kick-butt kudos for beautifully executing a fun project that has gotten attention and landed them plenty of good press.

To all my creative Dahlight-ers.  If you have any sweet ideas for t-shirt collaborations and/or unique ways to make a basic wardrobe staple interesting and new please send them my way.  With your blessing, we’ll produce the winning designs/concepts and offer them for sale through our retailers.  Who knows?  Maybe you too will land some fashionable press.