What Is a Threadless T-Shirt?
With several millions of dollars in sales per year, Threadless is one of the fastest-growing companies on the Internet. Its innovative business practices have been hailed by many in the business community as revolutionary. Likewise, its fashion-forward T-shirts and community-driven nature have won it a devout following.
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Company
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Threadless was founded in 2000 by Jake Nickell and Jacob DeHart. Nickell, a graphic designer, had recently won a London T-shirt design competition. Though he didn't receive a prize, he was nonetheless inspired by the concept of user participation in the production process. Together with DeHart, he started a T-shirt contest, using proceeds from the sale of the winning shirt to invest in the company. Initially started as a hobby, the concept took hold, becoming popular with new graphic designers and customers who found the interactive aspects of the website appealing. By 2007, the company was estimated to have made more than $30 million in sales.
Product
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T-shirt artwork at Threadless ranges from humorous and whimsical, with titles such as "War and Peace" and "Banana Slipping On A Banana Peel." Designs are available in both men's and women's T-shirt styles. The site also sells art prints suitable for framing.
Threadless is operated by skinnyCorp LLC, which runs a number of other T-shirt websites. Its Select site sells and prints T-shirts using artwork that has been specially commissioned. Threadless Kids sells T-shirts for babies and children using a different set of designs. TypeTees specializes in slogan T-shirts. Though its products were once exclusive to its website, Threadless opened a retail store in Chicago in 2007. -
Submissions
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Threadless operates as a sort of social network and runs on an open source business model, in which the customers also take part in the production process. Members not only purchase T-shirts, but can blog, post photographs and submit designs.
To submit their design to Threadless, artists can download a special kit to aid in designing and promoting the final piece. Once submitted, it is rated and commented upon by the website's members for seven days. The T-shirt designs with the best scores are usually produced. The artist in turn receives an initial $2,000, a $500 gift certificate and $500 per reprint. Members submitting slogans receive $500.
Threadless also holds design challenges on a certain theme. Entrants can win prizes, such as cars or larger sums of cash.
Significance
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Threadless is known throughout the industry as being a pioneer of the open source business model, and has even appeared on the cover of "Inc." magazine. The company does not use traditional advertising, instead choosing to market its product through mentions in articles, social networking sites such as Facebook and Twitter, as well as word of mouth.
Fan Base
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Threadless' product and company philosophy has spurred on a large fan base. Unofficial fan sites and blogs have appeared on the Internet, dedicated to discussing current T-shirt designs, interviews with the website's founders and otherwise serving to promote the website itself.
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