Regular GC Instragrammers would know that there’s a new kid on the block when it comes to blurring the lines between art, culture and fashion. The Undercurrent is a new line of apparel that connects tourists and locals to the city with a distinct nod to oceanside living. The Undercurrent’s founder Carly Snodgrass told Samantha Morris about the project, which is much more than just a new t-shirt range.
What’s the motivation behind The Undercurrent?
The Gold Coast is my home and I boast about how awesome it is to anyone who’ll listen. When I travel, I always like to bring art home. But it can get quite expensive and difficult to transport. So I end up with a bunch of t-shirts that tell interesting stories. One example is when I went to New York and I found this cute little Japanese restaurant. The staff were wearing these t-shirts that had a hand drawn illustration on the front and a crazy scene of the restaurant on the back; chefs, sushi flying, patrons of the restaurant, the Statue of Liberty and noodles galore are all part of the design. The illustrations capture just a snippet of New York. Now every time I wear it, people ask me where it’s from and I repeat the story, what I wanted for the Coast. I want people to see these t-shirts and create conversations about the Coast.
Who designed the apparel for you?
I have worked with five talented Gold Coasters on this first series (yes there are more to come). They are Sarah Beetson (who has designed Surfers Paradise), Claudio Kirac (Mermaid Beach), Eric Koo (Burleigh), Kiel Tillman (Currumbin) and Byron Coathup (Coolangatta). The first series is based on suburbs. All of the artists chose the suburbs they wished to work. It’s really important to me that all the artists currently reside on the Gold Coast. It’s really disappointing that there are not enough opportunities for artists on the Coast. There are so many talented people in all sorts of fields right here, let’s utilise them! The shirts are also hand screen printed in Burleigh at Monstar Screenprinting. Keepin’ it local. If there are any local artists out there who would like to work with us in the future, please email us at firstname.lastname@example.org
What are you hoping to achieve by having this very GC range out and about on people?
I want tourists to spread the word about the Gold Coast when they get home, locals to proudly wear their shirts with pride, the artists’ profiles to rise leading to further projects and for Surf Life Saving Queensland to earn some decent donations from us. We donate $2 from every shirt sale to SLSQ. Lifesavers are such an integral part of this city, whether you’ve crossed paths with them as a tourist at the beach or grew up here and trained as a nipper.
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The Undercurrent’s first series launches 1 April and they’ll be at The Village Markets on 2 April. Select boutiques will also stock the range. More at theundercurrent.com.au.