When we see the words ‘eco’ or ‘ethical’ combined with fashion and clothing, the first thing that woud probably come to mind would be those big, baggy hemp shirts made by a hippie in Byron Bay. But, according to Melbourne lad, Darcy Johnson, those attitudes are slowly shifting. His environmentally and socially aware t-shirt label, the Vice Versa project, is an ambitious brand which aims to make ‘green’ clothing more aesthetically appealing to a younger, urban demographic.
The brand’s uniqueness lies in its dual roles: on the one hand, the products are environmentally friendly; on the other, it supports the burgeoning creativity that goes on behind closed doors, giving exposure to many artists struggling to gain the attention they deserve.By getting local and international artists to design original graphics for his tees, he hopes that his ‘walking art exhibition’ will help break down the stereotypes of environmentally friendly clothing.
What’s your background? Are you an artist yourself or a fan?
My background is graphic design and photography. I was obsessed in high school, so much so that I would skip other classes (like maths or history) to spend in the dark room or studio spaces. I then went on to study Graphic design at uni, graduating in 2009.
Tell us about the Vice Versa project. What is it and what prompted you to start it? How long has it been around?
The project is an artistic community whom exhibits their work 365 days of the year on clothing. It may sound like a strange statement, but
I think of it as less of a clothing label and more of a walking art exhibition.
My reasons for starting it was due to my frustration as a freelancer constantly getting screwed over by clients who didn’t like to pay their bills. So I decided to create my own arena where upcoming and already established artists can get payed for their skills, and get a bit more exposure than they may have had prior.
Can you tell us a bit about the production process?
The shirts are manufactured using a blend of 30% organic cotton and 70% Organic bamboo, in a certified fair trade and sweatshop free environment. The shirts are then printed with a water-based screen printing method, which is much nicer for the environment (avoiding the use of petrochemicals).
How do you keep tabs on the process? Do you oversee the entire process?
I found myself a great supplier who handles all the international communication and they are also my screen printer! They are a great company who also has a retail arm of their business, too, so I know they have great quality control. So for the most part, aside from samples, I really just put the order in, send the files for printing and wait for my boxes. I guess it’s like waiting for a baby to be born when a new batch arrives (I can only assume).
Where are the shirts produced?
The actual shirts are manufactured in Turkey, and the printing is done in Byron Bay, so they are pretty well travelled when they get to me haha.
Your product is very environmentally aware. Why is this important to you?
It’s not just environmentally aware, is socially aware too. It’s all very important to me because we are trashing this place we call home.
Most people work hard to keep their “home” in the best shape possible, so what about the bigger picture?
And in a similar vein, why do you think this is important to the consumer?
I think as consumers we have lost sight of what’s really important: quality. Years ago people would buy things from specialty shops: tailors, butchers, artisans…since then we have been converted into mass consumers looking for the cheapest junk we can get. I know that once people experience the difference between quality over a cheap bargain, this disposable culture we have will start to shift.
Do you think attitudes are shifting when it comes to eco-friendly garments?
It’s still a little while off yet for people to be willing to pay more specifically for these advantages, so for the moment is seems that eco-friendly and ethical production is a bonus, not a selling point. A lot of people have suggested to me that people in Nimbin or Byron or other stereotypically “hippie” oriented places would love my stuff, but I really feel that attitudes are changing, slowly.
Your FB tag says Vice Versa will change the way you see clothing. In what way?
What you wear should be an expression, a story, a talking point. People buy cars, watches, jewellery to show them off and talk about them, so why not your t-shirt?
I am sick of seeing bullshit designs on shirts; half naked models, nonsensical phrases in other languages or shit ripped straight off tumblr.
I want people to be able to start a conversation with what they are wearing.
Tell us about the artists involved. How do you get them on board? How is the project beneficial to them?
My artists are a great bunch, all weird and wonderful in their own special way. I find some of them, some of them find me, it’s a great evolution really. When I am taking submissions I have a few people in mind, and then I put the word out on Facebook or whatever and see what comes my way. some people have really surprised me!
How do the artists come up with their designs?
The process starts with a brief, supplied by myself usually in the form of two words. More like inspiration than a brief, the first collection was structured around “The Beginning” which served as a theme and a guideline to the artists’ creative process. I try not to limit my artists, because the expression of their creativity is most important to me.
A couple of the artists on your roster, Ican Harem and Ahmad Oka, are from Indonesia. What’s your connection to that art scene?
A couple of friends of mine from my hometown, Geelong, had an art exhibition last year and Ican and Oka’s work blew me away. Once I saw it, I knew they’d be perfect so I tracked them down online and we worked together to get the result. The language barrier was a bit difficult at times, but we got there in the end.
Currently, you retail online and through markets. Where do you hope to take the brand in the future? Where would you love the brand to be, a couple of years from now?
The eventual goal is to have the Vice Versa Project stocked by a major distributor or retail outlet in the next few years, but for the meantime I am just enjoying the ride. There are a few changes on the horizon for the brand, including a bit of an identity update which will probably come through with the next collection, but I guess you’ll have to wait and see.
Follow Darcy’s progress on the Vice Versa FB page or on his website.