Launching on Monday, i/denti/tee is a new line of t-shirts that allow music lovers to express their passion for music by wearing their favorite lyrics on their chest. Partnerships with Apple iTunes and Edun Live (the environmentally responsible clothing line founded by Bono and his wife Ali Hewson) cover legal issues from the music side and sourcing issues from the product side.
Tees are supplied by Edun, which employs a “grow-to-sew” model: from the cotton to the spinning process to the sewing, all is done in sub-Saharan Africa. Lyrics are “supplied,” so to speak, by iTunes. All lyrics have been legally cleared by the publisher, and every purchase gets you a code to download 10 songs for free at iTunes.
Of course, there’s also a social, user-generated component: Users can pick from a pre-cleared set of lyrics (U2, Jay-Z, Coldplay, to name a few) or they can submit their own favorite lyric, garner support for it, and get it cleared to print and wear.
i/denti/tee
© Orli Sharaby for PSFK, 2008. Permalink Comments Add to del.icio.us
