Posted on July 6, 2005 Under Fashion

softservice’s line of t-shirts responds to the “homogeneity and ubiquity” of commercial “superstore” clothing. All of the shirts are individually hand-painted and embroidered, giving them each a unique appearance. I’m all about limited edition and one of a kind designs–and these seem to really hit the spot for originality. Each design varies slightly so no two are exactly alike. The LA based designer was inspired when he noticed how a shirt he had just bought from a large national retailer was worn by hundreds of people. He took matters into his own hand and customized his mass-produced shirt and that’s how the softservice designs began. All the images on the shirts are simple and clean. Along with t-shirts the designer has just released a line of embroidered pillows with a very similair minimalistic, yet high quality feel.