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July 29, 2007

{     Swami Safari     }    


As so many out there already know, t-shirts are a staple of the wardrobe. They are also a canvas for self expression. Sometimes, however, we feel that we need more and better to fill the fashion void. In the past decade or so the trend of t-shirt subscriptions has gained quite a bit of steam.

One of the places I have to recommend is Swami Safari. The good team of Aussie’s have taken the time to explain how they found their place online:

Where did this all come from?
Well we want to explore online clothing retailing, customer-participation, communities, user-generated content and total transparency and honesty about what we do and how we do it. We've been heavily inspired by the likes of Threadless, People Like Us and Oddica. This is the first in a series of online fashion projects we're launching.

What's with the name?
Taken off the album "Bombay the Hard Way: Guns, Cars & Sitars" by Dan the Automator and DJ Shadow.

Whose behind this?
"etc." is. As in "et cetera". We're a fashion label based in Sydney and produce a range under the "etc" moniker each season. We're sick of the antiquated modes and methods of the fashion industry however and we're looking at doing something new. This is where Swami Safari and Project Marrakech comes in, amongst other things.”

I’ve gotten some real dud tees from other companies in the past but Swami’s latest, “the Seven Souls of Anubis” is really a treat. It’s gorgeous visual aspects are equalled by it’s comfort and style. It stands up to a lot of wear n’ washes to boot. But if it’s more then a t-shirt hunt but a story you’re after, look no further then Swami. Each shirt is part of a grand story being played out by the fine artists who illustrate their shirts. Be sure to give Swami Safari a good looking over.

Check Out Swami Safari...


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