Collective Tee is new on the fashion scene, making its mark with a new twist on the humble T-shirt. We sat down with Jason Scully, Founder and Co-editor of Collective Tee, the World’s First Wearable Blog.
Congratulations on the launch of Collective Tee. Tell us a bit more about what it’s all about.
Collective Tee is a Melbourne based street-wear brand that is redefining the humble T-shirt. We are a social experiment, creating a unique garment that changes the way people connect with those around them using the ubiquitous T-shirt. We start with a story. An engaging story that we hope people will want to share time and time again. We then take the story to one of our many designers. The chosen designer then interprets that story and that design becomes the front of the t-shirt. We also print the story on the inside of the t-shirt so that there is a story literally behind every Collective Tee.
What’s the inspiration behind the brand?
Here at Collective Tee’s head office we have noticed the growing trend for social interactions to only happen online through social media. We want to reverse this and return social interaction to the streets, bars and bus-stops of the world. We feel that Collective Tee is helping achieve this each time the person wearing a Collective Tee shares the story behind their Collective Tee. Each person who wears Collective Tee has the ability to become a real life walking talking blog.
I was walking down the street one day wearing a t-shirt with Bruce Lee on it. I was stopped by a guy who asked, “Hey, did you know that it was Bruce Lee’s birthday yesterday?”. All I could say in response was, “Erm – no but thanks”. That made me wish that I knew more about the design behind my t-shirt. I wish I knew more about who the designer was and what the design meant. I wish I had more to say to that random Bruce Lee fan on the street. Hence Collective Tee was born.
Why are the stories printed on the inside and not the outside of the t-shirt?
We like that only the person wearing the Collective Tee knows the story so that they can decide how they share the story. They can make the story their own and inject their own personality or spin on the story. Also, we have had some people come up to us and say that the inside looks so cool they would be happy to wear the t-shirts inside out. I told them – go for it!!
Who designs each Collective Tee?
A different designer designs each Collective Tee. Our designers are located in all parts of the world. Designers in the UK, Indoesia, Italy and Malaysia have designed our first few issues. We choose the designers based on their past designs and on whether we think that the story will resonate with them. We like that a different designer designs each issue as this gives our designs a wealth of different styles and viewpoints. However, each Collective Tee is produced right here in Melbourne so that we can support local business.
How do you choose the stories?
Our stories have to satisfy three simple criteria:
- Firstly, they have to be entertaining. For example, the stories can be funny or thought provoking.
- They have to be engaging. People must want to tell them over and over again; and
- Lastly, we have to be able to visualise the story as an awesome t-shirt.
This simple criteria so far has led to us producing some truly unique t-shirt designs.
Did I read correctly that Collective Tee is only available by Subscription?
Yes, you are right. We are through subscription only. They way it works is that you subscribe to Collective Tee and get your first T-shirt sent to you in the mail, anywhere in the world for $1. If you like what you see you stay with us and every 6 weeks you get a new Collective Tee in the mail. You can cancel at anytime. There are no contracts.
If I like a past issue of Collective Tee, how do I get it?
By the time you go to our website and a see a new issue it’s too late and you cannot get that issue. We generally only print each issue according to the number of subscribers that we have. This also helps us reduce wastage and ensures that each Collective Tee is a limited edition.
Describe Collective Tee in three words.
Original, Thoughtful and Connecting People. OK, that’s 4 words but you get the idea.
Finally where would you like to see Collective Tee in 10 years.
We would love to have a collection of Collective Tee stories. We would love it if everyone who has bought or received a Collective Tee as a gift would send through their own Collective Tee story. We want to hear about the people they have met and the conversations they have had because of Collective Tee. Personally, I would like Collective Tee to actually make a difference in the lives of the people who wear Collective Tee.
Find out more about Collective Tee at www.collectivetee.com