my urban rabbit hole »
NEW T-SHIRT BRAND ALLOWS PEOPLE TO MAP PERSONAL EXPERIENCES
The brainchild of a journalist and a marketing whiz, My Urban Rabbit Hole is a new customizable t-shirt brand, community gathering, and celebration of local living all in one. At the tangible level, it is a t-shirt with a map of a city on it, but the concept goes far beyond silk screened cotton: individuals use permanent red fabric paint to plot five points on the map that have personal significance to them, telling their stories through urban geography. Turning the t-shirts into an experience unto themselves, the t-shirts can’t just be purchased. The process of getting one’s hands on the garment includes “a series of mysterious hoops, clues and trap doors,” one element of which includes procuring a secret quickly-expiring password which is the only way to gain entrance to the website. Lucky recipients pick up their t-shirts at an invite-only, live participatory art event where they plot their personal reference points, and reflect and share their stories. Currently, the t-shirts are only available for lower Manhattan but there are plans for t-shirts for Berlin, Istanbul, Shanghai and Barcelona.
*Photo by Nico Iliev
