5previewSaturday, 11 August 2012 by Lydia Parafianowicz
It’s fashion-forward, courageous, provocative and taking simple t-shirts to the next level. Hot newcomer to the indie fashion world 5preview was founded just four years ago in Italy and is now based in Sweden ... though it has quickly become a favourite of fans across the globe. Known for their graphic t-shirts that imitate and parody high fashion company labels, 5preview was first created to honour French philosophies of fashion.
“We wanted to do a little collection inspired by an article about the French woman’s wardrobe,” explains founder and managing director Emeli Mårtensson. “They have a classic, basic wardrobe and then they get five new pieces every season. I don’t know if this is still true, but the idea was good: five key items every season.”
She says to fund the collection, she decided to design and sell t-shirts because they have the potential to be both simple and effective.
"Then I realized that the buyers from the shops wanted a lot more pieces, so now the collection is a lot bigger," says Mårtensson. "You live you learn."
The line has grown to now include 20 pieces, though keeps its’ original name, 5preview.
Mårtensson had her start in fashion working as a print designer in both Rome and New York, and printed t-shirts in her spare time. She then made a D-I-Y shirt for a teenage fashion magazine, which ended up on myspace.com and its’ popularity exploded. Celebrities started wearing her design, which inspired her to independently create a brand.
“People seem to like ,” Mårtensson says. “We’re expanding every day! People like the t-shirts because they’re simple, but still very chic and perfect to combine with all kinds of outfits. Our target is huge; everything from middle-aged gallery owners to teenage party kids!”
While the brand’s popularity has taken off in Europe, Mårtensson says their next project is tapping into the US market. She says she finds inspiration for her designs from her daily life – visiting exhibitions, listening to music, or seeing graffiti, posters and art.
“A t-shirt is like a place where you show who you are to people you don't know,” Mårtensson says. “A lot of people like to identify themselves with the 5preview image – it’s quite aware and rock‘n’roll, but still sophisticated and chic at the same time.”
For more information on 5preview or to shop online, see their website: http://5preview.blogspot.com/.