Wear your art on your short sleeve
Some of Korea’s hottest contemporary artists have been offered a new way to promote their works -- through fashion.
Olive & Company, an apparel trading firm based in Korea, joined hands with Gana Art Gallery and Gallery LVS and launched a fashion brand named “Olivenco” last week.
The brand features T-shirts and bags featuring artworks by 13 artists such as Bae Bien-u, Seo Sukwon, Mari Kim, Wee Young-il and Kang Young-min.
“This will be an opportunity to familiarize the public with high-end culture and promote Korean artists in the world market,” said Olive Kim, president of Olive & Company, at a press conference last week.
While there have been collaborations between artists and companies that produce various goods like stationery, clothes, furniture and cars, the launching of Olivenco is notable because it is not another one-time project but a brand with long-term goals, aiming for the overseas market.
The brand’s lines will be distributed worldwide through specialty chain stores which include GAP, Limited too, Express and Chico’s. Olivenco already inked a contract with GAP to export 2.5 million T-shirts to the U.S. market starting August or September.
Olivenco expects to make more than 12 billion won ($10 million) worth of sales per year through the exportations, explained Kim.
“We plan on increasing the number of participating artists to 100 with the help from Gana Art Gallery and Gallery LVS. Japanese artist Takashi Murakami leaped to fame after collaborating with Louis Vuitton. We want to set examples like that,” said Kim.
Once the artists successfully gain recognition in other countries through the T-shirt sales, the organizers will hold steady exhibitions for the artists there, said Kim. Olivenco will also work with non-profit groups such as UNICEF, Jeju Olle, Another Way of Seeing and World Art Therapy Association.
Olivenco products are sold through G market and at www.olivenco.com. T-shirt prices range from 49,000 won to 59,000 won. Offline shops will soon open at Gana Art Gallery in Pyeongchang-dong and at Garosugil in Sinsa-dong.
By Park Min-young (claire@heraldm.com)
Olive & Company, an apparel trading firm based in Korea, joined hands with Gana Art Gallery and Gallery LVS and launched a fashion brand named “Olivenco” last week.
The brand features T-shirts and bags featuring artworks by 13 artists such as Bae Bien-u, Seo Sukwon, Mari Kim, Wee Young-il and Kang Young-min.
“This will be an opportunity to familiarize the public with high-end culture and promote Korean artists in the world market,” said Olive Kim, president of Olive & Company, at a press conference last week.
While there have been collaborations between artists and companies that produce various goods like stationery, clothes, furniture and cars, the launching of Olivenco is notable because it is not another one-time project but a brand with long-term goals, aiming for the overseas market.
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| Artist Kang Young-min’s painting and T-shirts featuring his works Olivenco |
The brand’s lines will be distributed worldwide through specialty chain stores which include GAP, Limited too, Express and Chico’s. Olivenco already inked a contract with GAP to export 2.5 million T-shirts to the U.S. market starting August or September.
Olivenco expects to make more than 12 billion won ($10 million) worth of sales per year through the exportations, explained Kim.
“We plan on increasing the number of participating artists to 100 with the help from Gana Art Gallery and Gallery LVS. Japanese artist Takashi Murakami leaped to fame after collaborating with Louis Vuitton. We want to set examples like that,” said Kim.
Once the artists successfully gain recognition in other countries through the T-shirt sales, the organizers will hold steady exhibitions for the artists there, said Kim. Olivenco will also work with non-profit groups such as UNICEF, Jeju Olle, Another Way of Seeing and World Art Therapy Association.
Olivenco products are sold through G market and at www.olivenco.com. T-shirt prices range from 49,000 won to 59,000 won. Offline shops will soon open at Gana Art Gallery in Pyeongchang-dong and at Garosugil in Sinsa-dong.
By Park Min-young (claire@heraldm.com)
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답글삭제올리브앤코; 미술작품이 그려진 티셔츠 Wear your art on your short sleeve Some of Korea’s hottest contemporary artists have been offered a new way to promote their wo..