Hasselblad Array (right view) by Yukio Miyamoto



Yukio Miyamoto constructed a 3D CAD image of this Hasselblad 500c and sent us the many very high resolution views we use on our shirts. You will see from the video that we can print these files to a size greater than a meter without any pixilation such is the fineness of the artwork.
Some time ago Nigella Lawson and Charles Saatchi were passing our studio in a cab. They told their driver to pull over. Having examined the shirts Charles Saatchi arranged to have some of them made available in The Saatchi Gallery shop. I was able to tell him that I was sure they would sell because we had successfully run a pop up shop in the Taschen Book shop across the pavement from his gallery during an Easter Bank Holiday weekend. The Hasselblad shirts carried by The Saatchi Gallery are the gallery’s best selling shirts.
We now reproduce Yukio’s illustrations at 1440dpi. You will see from the video images that the effects are astonishing and quite unlike what you might expect to find on a t shirt, to watch the video is to understand what stopped Charles Saatchi in his cab.
We use water based gas dispersion dyes. A mirror image of the design is printed to especially treated heavyweight paper at a resolution of 1440 dots per inch. Under pressure and at a temperature of about 390 degrees the dyes are boiled off the paper directly into the fabric. The fabric is permanently colourfast dyed at a resolution that matches the print process. Because the shirt is dyed there is no hand feel to the decorated area and the performance of the fabric is not changed by the process essential for shirts where the decorated area might be the whole or most of the surface area of the front, back or both the front and back of a shirt. This cannot be said of any kind of fabric print process, print by definition sits on the surface of the fabric and changes how it behaves.

The shirts:

These t shirts are unique for being made exclusively for us wholly with cool-max-image-e1485361440757.png fibres ring spun into yarns manufactured exclusively for WeAdmire. These yarns are then knitted into a single jersey fabric suitable for t shirts.

The CoolMax bit exploits the surface tension of water to wick moisture from your skin. It works through micro channels engineered into the profile of the fibre. These channels are physical attributes, they are there for the life of the fibre.

The Fresh FX bit embeds a silver salt in the molecular structure of the fibre that stops the propagation of bacteria which, left unchecked, ultimately cause a sour odour. Because the silver salt is embedded within the fibre it, like the wicking, is similarly permanent; it will not leech out with wear and washing.

These attributes deliver shirts that remain cool and dry almost regardless of what you might do in them and similarly they remain fresh. And the ongoing performance of the fabric is guaranteed. This is important, these shirts will become your favourite items of apparel, you will want to wear your shirts again and again.

These shirts are marvellous to travel with, they stay fresh if you don’t have the chance to wash them, they wash easily when you do have the chance, and they dry super quickly. There is also a very useful side effect to all this: our shirts keep anything you wear on top of them and what you might wear after wearing them fresher too.

The cut and fit and sizing of these shirts is exclusive to us and was specified by Anastasia Vouyouka, a published guru of fit in the fashion industry.

The feel of the very best natural fibre shirts you have experienced with the performance of the fibres that set the benchmarks for wicking and freshness. It is very unlikely you will have experienced this level of technical performance in a decorated t shirt before.

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