Gold Coast fashion brand The Undercurrent has launched their second range of tee shirts designed by local artists to depict popular aspects of Gold Coast suburbs.
The range will see Palm Beach, Miami, Broadbeach and Nobby Beach represented along with a general Gold Coast t-shirt and trucker cap.
Five new artists have been commissioned to design the range and the simple brief requested they include elements that best represent both the history and current vibe of the suburb. The initial range saw tees representing Surfers Paradise, Coolangatta, Currumbin, Burleigh Heads and Mermaid Beach fly off the shelves thus calling for a second range to be created almost immediately.
Aimed at both locals and tourists, The Undercurrent was born from owner Carly Snodgrass’s desire to showcase the Coast in a way that adequately represents her beautiful hometown and the talented creatives residing within it.
She says, “It was easy to see from the get-go that a second range would be needed with the amount of feedback we received from the first range. People were screaming for their suburb to be added! I’m really stoked with how the new suburb tees look. They were created by completely new local artists to the brand.
“The suburbs were chosen by which locals screamed the loudest. Our coastal suburbs appeal to both locals and tourists, so everyone can get on board.
“I chose the artists from a few who had approached me and a couple we sought out. There are so many fantastic local creatives on the Coast, so it’s always a tough decision aligning the right artist with the right suburb. We want to make sure they thoroughly do their research for the area and can bring that history to life.
“I feel like we’ve really taken the essence from each suburb and have created something that locals will be proud to wear, otherwise we haven’t done what we set out to do.”
The Undercurrent’s name is two-fold; a nod to the Gold Coast’s thriving surf culture and the unveiling of a side of the city that may not be common knowledge, but definitely should be.
$2 from every sale is donated to Surf Lifesaving Queensland who were who were chosen due to the huge part they play in both assisting tourists and their vital role in shaping the Gold Coast’s culture.
Use the code ilovegc for 20% off all products.
Words by Kirra Smith.