Concert visuals, heavy cotton
A Joji concert put the first idea in my head. Those visuals kept escalating, and I had recently fallen for heavy (200+ GSM) cotton T-shirts. I started wondering what a one-off fashion archive would look like if every shirt became more expensive than the last.
Its economics were half art project, half joke about NFT hype. With enough attention, I still think somebody would have tried it.
Building the fiction
I directed the concept, wrote the prompts, assembled the collection, and built the site. Midjourney made the images. I am not the artist, and the project is clearest when that credit is explicit.
Each piece is treated as a sealed 1/1 edition, with a real domain and an archive that gets dearer as it empties. Checkout was deliberately absent. A too-convincing shop would invite someone to buy, then disappoint them.
People believed it
Around 3,000 people visited during the first week, before I had told anyone about it. Friends and strangers assumed the brand was real. A few wanted to buy a shirt and were disappointed when they found out there was nothing to ship.
Visual direction, pricing, and small details made an imaginary label feel plausible.
