Down to a tee: Online store one in a million

12 : 06 : 2011 Sportswear : Stockholm : Fashion Futures

StockholmOne of a Tee is a new online Swedish sportswear shop that gives customers the exclusive rights to wear a T-shirt in a particular area.

One of a Tee One of a Tee
One of a Tee One of a Tee
One of a Tee One of a Tee

The site’s online database makes it impossible to sell two identical designs in a single region. A new American Apparel T-shirt is designed every six weeks and shipped out to one person per continent, one per country, one per city or just one in a million.

One of a Tee guarantees it will never sell more than one T-shirt per million inhabitants in the world. Prices range from $25 to $400.

Brands are increasingly thinking of new innovative ways to make products. Read more in our Anarconomy Decade macro trend.

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