The Art of the T

VALSAYN, Trinidad and Tobago
May 23, 2021

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Jessel Brizan Design Group (JBDG) presents The Art of the T: A T-shirt Odyssey – a thematic exploration of T-shirt design for Dry Season / Spring/Summer 2021.

Every Tuesday, commencing June 1, 2021, JBDG will introduce a triune series of limited edition graphic T-shirt designs encompassing various themes including Art, Revolution and Typography to name a few.

The online only event will feature predominantly new designs interspersed with a few updated versions of the company’s classic designs albeit in limited quantities. Featured JBDG labels include Embryo, RGG Clothing Co., RGG Denim Co., RED GOLD + GREEN, and Urban Militia.

“The T-shirt is an iconic, timeless, versatile, fashionable item that can be adapted to any fashion taste level,” expounded Jessel Brizan, JBDG founder, and designer and curator of the Series. “From minimalist wardrobe essentials to fashion-forward streetwear to casual elegance, the T-shirt is one of those garments that transcends the spectrum of design markets.”

In keeping with company’s ongoing commitment to the implementation of more sustainable practices, the merchandise focuses heavily on the use of eco-friendly fabrics and printing techniques to offer the conscious consumer products that align with the company’s commitment to environmental and social responsibility.

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In light of the pandemic, the company decided to focus on its in-house brands and introduce a much-scaled back version of the concept via its website and social media platforms. Due to the current state of emergency prompted by the recent surge in COVID-19 cases and deaths in Trinidad and Tobago, the company had to rely more heavily than usual on digital composites and mock-ups in the execution of its marketing materials.

“We conceived some dynamic, visually stimulating ideas for ad campaigns surrounding the build-up to the launch,” Brizan expressed. “However, we deemed it necessary to do our part to mitigate the potential risk of spreading the virus by not engaging in live model photoshoots. If all goes well, we hope our community and consumers in general will appreciate our designs as much as our online presentation.”

Brizan said he conceived the idea to provide a professional, well-organized, omni-channel platform to support the increasing emergence of T-shirt brands in the local fashion market albeit from a collaborative, empowerment, educational and business perspective.

“The original concept is centred around a museum-esque exhibition showcasing branded local T-shirt labels,” Brizan explained. “Unfortunately, the COVID-19 pandemic forced us to postpone our plans and rethink the concept, at least for the short-term.”

“Fashion is my profession, not a hustle,” he recited one of his mantras. “For many individuals, selling graphic tees is purely a thrill-seeking ‘hustle’ for quick financial gain. Like Jay-Z said, I ‘can’t knock the hustle’ but for me fashion is a serious business. And we all would like our business to be taken seriously.” He jokingly added, “As one of my favourite music artists Erykah Badu said, ‘Now keep in mind that I'm an artist and I'm sensitive about my sh*t.’”

Brizan recalled the story of a now defunct local T-shirt brand that gained notoriety for its predominantly home-grown aesthetic. In a newspaper interview the brand’s founder expressed his disappointment with the comments of a prominent local designer who regarded printing on T-shirt blanks as not being fashion design.

Cover from JBDG in-house digital magazine ‘Caribbean Life + Style’, January 2011

Cover from JBDG in-house digital magazine ‘Caribbean Life + Style’, January 2011

“This is one of the unfortunate symptoms of an island society where the absence of a well-regulated and structured fashion industry is conducive to the uninformed opinions of self-appointed fashion gurus who are detached from the reality of the global fashion industry,” Brizan opined. “While local designers struggle daily to remain financially viable, I could name a multitude of million dollar globally-established T-shirt brands, celebrity- and non-celebrity-owned, that succeeded printing on T-shirt blanks.”

According to the market report published by Credence Research Inc T-Shirts Market - Growth, Share, Opportunities, Competitive Analysis, and Forecast 2019 - 2027, the global T-shirts market was valued at US$ 206.12 Bn in 2018. The market is expected to further grow at a CAGR of 6.0% over the forecast period 2019 – 2027.

And according to Grand View Research’s Global Custom T-shirt Printing Market Report, 2021-2028, the global custom T-shirt printing market size was valued at USD 3.64 billion in 2020. It is expected to expand at a compound annual growth rate (CAGR) of 9.7% from 2021 to 2028.

Brizan, who started his company with a TT$50,000 (US$7,500) loan and five graphic T-shirt designs, underpins the significance that Federated Merchandising Group (FMG now Macy’s Merchandising Group) played in the ideation and structure of JBDG and its in-house brands.

Brizan was an intern at FMG in 2004 when he was exposed to the vast nature of the T-shirt business of fashion via a competitive shopping report presented to the interns. Based on market research, the company was gearing up to increase its T-shirt program for the upcoming Spring/Summer 2005 season.

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“Graphic tees are our ‘bread and butter,’ the origin and foundation of Jessel Brizan Design Group,” Brizan emphasized. “They, as DJ Khaled would say, [he chuckles] tried to label me as a T-shirt designer as well. But little did they know of the design vision and structure for JBDG.”

Since the commencement of its sales and distribution operations in January 2009, JBDG has gradually expanded its product offerings from graphic tees to a diverse assortment of men’s and women’s lifestyle products encompassing its premium labels.

Originally conceived over five years ago, Brizan envisions an annual T-shirt design exhibition featuring art installations, design demonstrations, workshops, pop-up retail, food and beverage, and entertainment. In the spirit of community, creativity and collaboration, each exposition will also feature specially-invited established T-shirt brands from around the world.

“We are hopeful that the overall vision for the event will come to fruition in the near future, once we are past this pandemic of course,” Brizan added.

JBDG has created a designated Instagram page—@theartofthet—curated to showcase each design series in a sequential roll out. The page will also serve as the official IG platform for upcoming events, features and product drops.

Visit www.theartofthet.com and subscribe to the JBDG community for news and updates to experience The Art of the T.

The odyssey commences June 1, 2021 at 12:00 a.m.

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