Today was my first lecture with a working professional in fashion. Her name is Francis and she runs a company called INSIDEOUT.
Francis was a graduate when herself and her partner started running a small business in London, in a friends studio. They were part of the punk seen and were used to customising their own clothes.
They decided to print onto clothes using a latex medium. They were surprised that no one had done this before and even had a call from Nike. Their customising would involve buying vintage t-shirts from charity shops and second hand markets washing them and redesigning them with logo's or print designs. They had a reasonable amount of success with this and would collect other vintage clothes to design on. This success lasted for a while however with fashion "one day your in and the next day your out" Heidi Klum. Francis then hit on the idea of putting digital images on plain clothing using all the images of the vintage clothing she had previously found and created and rebranded their business and called it INSIDEOUT.
It was a great idea and was received very well. It doesn't sound very revolutionary these days but at the time digital printing was very expensive and not used on clothes in this way, they really moved the industry forward and nowadays every body has some digital print in there wardrobe.
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