Artists can become fashion designers, and labels employ artists. Most labels and artists have an artistic background, and labels using ‘feature artists’ as a once-off or special event is not a new concept. However, since the launch of Threadless the trend has somewhat changed. Rather than using dedicated artists or once-off feature artists, labels realise there’s a massive talent pool available to have consistently feaured artists and an ever evolving collection.

Threadless continuously launches new limited edition tees, designed by artists and designers seeking worldwide exposure and an extra $2000 to their name. It’s brilliantly simple. The limited runs suit both the customer and retailer, and the designer pockets $2000 and some fame regardless of the length of the run. Perfect. Sure, some Threadless designs may be a little ‘geeky’ and not all designers are exceptional, but it’s the concept that makes Threadless brilliant. How are other labels and outlets taking the concept further?

Sydney based label Extra Tasty features a new artist every season and produces an extensive seasonal collection produced exclusively by the feature artist. Nice idea. To produce four collections per year the label can pick four exceptional artists to produce some top-notch gear. Four high quality collections is better than a massive run of average tees. Smart move guys.

Internationally, Beautiful/Decay has just launched some tees designed by high profile artists. In this case, rather than just the label promoting the artist, the artist can also promote the label. By using high profile artists as designers there’s a degree of kudos gained from being ‘cool by association’, and assumptions will be instantly made about the quality of the gear based on the artist’s cred. This is usually beneficial for the label.

Labels are working well with artists to build mutually beneficial relationships and collections. How else has this been successfully achieved in Australia and the rest of the world? Do you like a label’s variety resulting from throwing many different artists into the mix, or do you prefer labels to keep their own identity?

(image via extratasty.com.au)