Today I have read a pretty cool website about fashion and there is a fabulous article about the fashion label, Graniph. Let's quote some content.
It is interesting to know that the label is related to the era of "Japanese depression" when Japanese stock market crashed and youngsters began to rethink. They rejected to do anything for the society and ignored the routine spending.
People who started designing understood that "the market isn't willing to pay for a single product as much as before, that the consumers had different values as well; they had build up a sort of customer intelligence".
"Graniph decided to offer a single T for 2000 Yen/20US$, because it is basically just a T-shirt and they knew that they would have so many ideas and would want to create so many new designs that couldn't exclusively sell just one design or piece forever". I think people would like to use same amount of money to buy many pieces of Ts with difference designs rather than just buying a single expensive piece.
Graniph tells the reader what the is the value of a T-shirt: It is the easiest garment on earth to make; everyone can wear it; everyone can print it; and that's basically it. While you usually see illustration in/on something static—a book, CD sleeve, gallery, museum, magazine—a T-shirt moves around with the person and expresses his/her mood, background, style etc. in the easiest way.
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