Made in the Now (MITN) are an online t-shirt design studio/retail store, which was launched in mid-2011. The designs are created every 24 hours by Australian and international designers and illustrators; the designs are based around current news stories of the day. DG had a quick chat with them about how it all comes together.
DG - How did MITN start?
MITN – We’re the brainchild of Josephmark, a leading Australian design studio. We launched as a peaceful protest against some unfortunate hallmarks of the fashion industry – derivative design, mass consumption and irresponsible production. What started as a ‘can we make a tee each day?’ challenge has turned into a passion project run by people who love design.
DG – Could you describe the process as to how the shirts are created?
MITN – It’s thrilling! In an enjoyable heart-racing sort of way. Every morning, fans of MITN can vote via Facebook for the story they most want to see on that day’s tee. The designer then has under five hours to create a covetable design fit for a t-shirt. The end result goes live every day at 2.00pm (Brisbane, Australia time) and is only available to buy for 24 hours, before we do it all over again! A new day, a different story, a fresh designer and design to boot.
We practice responsible fast fashion, whereby we print our t-shirts locally and only after they’ve been ordered (thus avoiding wastage). We then post out our tees worldwide for free, using reusable packaging.
DG – Where can we find the shirts?
MITN – You can buy them through the website or via our free iPhone app. Sometimes we’ll hold a special flash sale, opening our back catalogue of shirts and Facebook competitions pop up now and again, so keep your eyes peeled.