I/denti/tee: Lyrical Tees

by Mark Nagurski

in Fashion

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We love t-shirts as much as the next person – but two t-shirt companies featured in one day? Relax dear reader, there is a method to our madness.

I/denti/tee, uncoincidentally, represents a partnership between the two companies we featured earlier today – ethical t-shirt producers Edun Live and ad agency turned brand builder Anomaly.

The company produces t-shirts featuring favorite “I” lyrics from the world’s greatest songs (as in “I …” or “I’m …). The initial release features lines from 9 artists including I love rock n’ roll (Joan Jet), I still haven’t found what I’m looking for (U2) and I’m a hustler baby (Jay-Z). Future releases will include lines voted on by the public.

Best gift of 2009

Each tee retails for $35 and is packaged up in what looks like a record sleeve. In another nice little tie in, every time you buy a tee you also get 10 free iTunes songs of your choosing – although sadly this is US-only at present.

T-shirts aren’t really a complicated business but this site represents a strong central idea and brand indentitee (sorry), is stylishly delivered and has an inherent ethical component. A interesting little marriage of two equally interesting businesses. We like.

Site: www.identitee.com

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Three Cool New Business Ideas From Iddictive | sCommerce The Social Commerce Social Sourcing Space
03.07.09 at 2:48 pm

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Nigel Dean 03.05.09 at 3:24 pm

Nice idea Mark and the model looks more interesting than the Edun Live guy (even if they are ethical).

Interesting choice of lyrics too, but all based on I. Great for everyday, personal branding. I think I would go for ‘I love Rock and Roll’. The packaging is great. Excellent example of creative thinking outside the industry standard box.

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