Enviart was initially the brainchild of a bunch of like minded individuals wanting to do something creative. We had all worked in the fashion retail landscape and had a good feel for the market but became increasingly disappointed by the stagnation in the in the T-shirt scene. There was and still is a saturation of sports themed and branded logo based tees and we wanted something different and unique for ourselves to wear. We understood early on the importance of a great cut and the essence of good quality and consistency so it was really a matter of pursuing the idea further. The label slowly grew into my personal passion as I began to integrate my own influences and many experiences from living overseas and travelling the globe. I was inspired by the rich histories and cultures I encountered and the powerful way art is used for expressing beliefs and ideas. For me art was the ultimate form of individual expression, and I began to see Art as anything that you use to represent yourself in life and collective culture. And little by little the designs and philosophy took shape and Enviart was born.
Overall we see the world through the lens of an artist and define our existence in these terms:
Art is Life,
You are the Artist
Let the world Envy your Art..
The t-shirt is a blank canvas I use to tell a story so it’s not only a design or print but a little piece of history. The collections are inspired by the world of art and culture and shaped by these rich ideas and influences. Some designs are more than just a print on a t-shirt but a living entity is many ways, recapturing an event, a story or place in time.
Our designs set out to appeal to an individual’s cognisance, for people who want to wear something that is intrinsically symbolic or meaningful and says a little about who they are. Some designs therefore follow the goal of spiking social awareness on important issues and using art to express these ideas such as supporting Wild Tiger Conservation with our Elements t-shirt. Others are simply inspired by culture, politics, ideas and people or by collaboration with other artists and designers. In the end we hope to create streetwear that is artistic, cutting edge and stylish but moreover expressive, powerful and meaningful to the person who wears it.
We have a few collaborations in the pipeline with some emerging artists and NGO’s, which should hopefully be out later in the year. We also have continued our partnership with 21st Century Tiger to raise awareness on tiger conservation and we will be releasing a limited edition t-shirt with sales proceeds donated to support this work. This coincides with an important date as 2010 is also the Chinese Year of the Tiger so it’s a great opportunity to really drive support and attention to their plight.
Beyond this we aim to continue to grow and diversify the collections adding more styles to the ranges and continue our push into New Zealand and Asia.
For the girls:
We actually released a limited edition range of scoops necks and singlets last season after we had a lot of demand from the girlfriends and sisters of the guys who wear our stuff. We had a lot of women asking for the same prints for girls so we decided to make a very limited run. The response was very positive and I think as we grow we will definitely look to enter this market but for now we want to concentrate on the Men’s lines as it’s really our strength and background. Sorry ladies.
I think they are an integral part of the scene, people who live, breathe and eat fashion can deliver that passion and insight to others who are keen to listen. What’s more they can give a platform and a voice to emerging designers who are doing great work on the fringe but are not necessarily so well known by the mainstream, as they don’t spend a fortune on marketing.