The Gold Coast’s newest label The Undercurrent is a brand with a mission, a Gold Coast one. Created to showcase our amazing city through art on something accessible to everyone, t-shirts.
The brand’s name is both a nod to the Coast’s thriving surf culture and the side of the city locals keep hidden.
Through her extensive travels proud Gold Coaster and brand creator, Carly Snodgrass, often came across t-shirts locally designed and capturing the essence of each particular city.
She quickly realised that although the Gold Coast is one of Australia’s most popular tourist destinations, drawing visitors from across the world due to its beautiful golden beaches, thriving nightlife and of course, abundant theme parks, it is also a culturally diverse city with a whole lot more to offer.
And this is the side that should be shown to the world.
Enter the artists. Carly commissioned five local artists – Claudio Kirac, Kiel Tillman, Sarah Beetson, Eric Koo and Byron Coathup – to illustrate their interpretation of the Gold Coast suburb in which they live.
Currumbin, Burleigh Heads, Coolangatta, Surfers Paradise and Mermaid Beach are the suburbs currently represented with more to be added at a later date.
The Undercurrent’s purpose is to work with those who share their passion for the city’s unique culture and offer them the opportunity to create projects on their home turf.
$2 from every purchase will be donated to Surf Lifesaving Queensland who were specifically chosen by The Undercurrent due to the huge part they play in both assisting tourists and the vital role in shaping our city’s culture.
Since 1930 Surf Life Saving Queensland’s mission has been to protect the lives of the millions of people visiting our beaches every year and The Undercurrent wishes to support them in continuing their fantastic work.
The Undercurrent will officially launch online April 1st and you can catch them at The Village Markets this Sunday the 2nd of April from 8.30am to 1pm.
Words by Kirra Smith.