The treachery of images.

12 Mar

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This René Magritte inspired t-shirt is by 5Preview, italian born label which owes its success to myspace. Here you have an estract from an interview to one of the label’s creators:

5Preview was created by chance in january 2008. For many years I worked for another label where I learned a lot. Then one day I made a “do-it-yourself” article for a magazine about making prints on shirts. I put on myspace a pic of one of my shirts and I suddenly got so many requests about where they could find tees like that! So i needed a brand name and a logo, and it was pure minimal inspiration. The major intent was the one of making a starting collection of 5 pieces (this is the reason of “5 Preview”, the preview of an entire collection!). 5Preview got much attention from medias, magazines like Dazed & Confused and SUINO first talked about us, then many more others like Glamour, Vanity Fair and GQ published photos of our clothes. Slowly 5Preview became known not only in Italy, Japan and UK, but also in Scandinavia and North Europe thanks to a collaboration with svedish label WEEKDAY.

A growing success so, up to the distribution in shops all over the world, enthusiasm by the media, celebs and rockstars. All their t-shirts are tailor-made, rigorously white and hand printed, with an irreverent and debunking attitude towards the logos and the surrounding reality, all with an ultra-cool minimal aesthetics and a powerful immediate impact.

Now let’s dig deeper in artists’ inspirations. Why these t-shirts? Why the minimal black&white look? :

To avoid a “cheap” product, like the effect of shirts by Henry Holland a couple of years ago. Nowadays the consumer got so much to chose…That comes to my mind anytime I go to Starbucks and I JUST would like a normal coffee (no soya milk, no fatfreemilk, no fatfreesoyamilk and so on). Why do we have to complicate our lives by giving to much possibility of chosing to the clients? My world is in black and white, I dress like that and people around me dress like that too.
My ideas came from a deep research and from what I see around me: concerts, streetart, “quotes” from toilets’ walls, performances by unknown or famous artists (right now I’m totally into Hopper and Pettibon), street markets. I make photos, drawings and then I put all together and I reclean it. I cut, I try to make it minimal. This is what I do!

So…what do you think about the idea which gave life to this line?
This is just a sort of introduction to 5Preview’s world, I’ll talk about this brand more very soon in this blog! Stay tuned!

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One Response to “The treachery of images.”

Trackbacks/Pingbacks

  1. How to…? « Le freak c'est chic - May 11, 2010

    […] 11, 2010 by blanchine Many times on this blog’s pages I talked about new brands (e.g. 5preview, scandalousinnuendos) which reached fame and success thanks to the internet (free) advertising […]

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