Wearable art movement

For the past four years LIMITATO has been producing quality-led fashion apparel that sits comfortably in the luxury market. Finely crafted and meticulous in detail, their Wearable Art movement has gathered pace and quickly, but there is still some doubt around the concept of what people see as ’simply putting images on T-shirts’.

The last collaboration LIMITATO launched took three-years to come to fruition and often their dogged approach to garner the right conversations with the right people can go well over a year to negotiate. This is because Wearable Art isn’t simply about making a fast buck on the back of a rock n’ roll image, but a curated project between estate, artist and the brand to create collections that deliver art to a new and intrigued audience.

We have heard and seen it many times. T-shirts carrying an image of Bowie or Led Zeppelin being knocked-out in stores across the globe and online and it’s challenging to communicate our very different approach. Licensing is a very important part of our job at LIMITATO, it’s the lifeblood. We want a new audience, a global community of people to be able to see fine art and photography that they may never have seen otherwise via our Wearable Art movement.

Co-founder & creative director, gustav peterson

The latest project with global fashion photographer Ellen Von Unwerth started in 2018 through a conversation in Munich and finally saw the light of day at the beginning of June this year, a period that saw Peterson liaising with both artist and her team to make sure that not only was the business side of things right, but that the imagery featured on garments was going to be as impactful, fresh and intriguing as possible.

“It’s a partnership in the truest sense of the word,” adds Peterson. “For example, with Ellen Von Unwerth we were trying to select her most iconic images, but that process changed when dealing with her directly as she was into the more alternative and lesser known images that equally carried a real pop and impact.”

With licensing issues and implications obviously overlooked by the buying public, there is an argument to say that today’s more savvy and careful, considered purchaser may find the adherence and determination to commit to the cause an added incentive to invest and align to a young business such as LIMITATO.

With all the talk around buying better and buying less, our core values are being highlighted in a very positive way. We don’t cut corners, we do things with 100% commitment to stand out from the crowd. We want to present something different, something that mirrors our collective dreams and that has outstanding quality at its heart.

Co-Founder & COO Emrik Olausson

Just prior to the Von Unwerth launch, LIMITATO had released the Ali collection, featuring iconic images from celebrated photographers Terry O’Neill and Michale Brennan. Again, this process took in hours of liaison and collaboration with the Ali Estate as well as Iconic Images and the Authentic Brands Group.

“It’s a very tricky business to get things right,” says Alexis Venn, director of Commercial Licensing and Copyright Policing at Iconic Images, “We work closely with LIMITATO to not only make sure that the right images are being used – be it Terry O’Neill or another artist – but that it compliments what we are doing in terms of all the other aspects of the artist’s work, including fine-art and exhibitions. And, of course, we are always conscientious of third party rights, so it really isn’t easy. It’s about making sure that the art comes together with fashion in the best way possible.”

Over the past four years the LIMITATO brand, which hails from Gothenburg in the South West of Sweden and is now sold in such prestigious stores as The Webster, Harrods, Apropos, Jelmoli and NK Sweden has collaborated with artists and photographers from the likes of Craig Alan and RIOCAM through to Tyler Shields, Terry O’Neill and of course Von Unwerth. They will also soon release a design collaboration with US-based designer Lloyd Klein. Garments include the now iconic velvet embroidered patch T-shirts as well as hoodies, sweats, silk shirts, pants, shoes and other accessories.

Contemporary Menswear Buyer at Harrods, March Schmitt, says: “LIMITATO works very well for us as customers really love the mix of art and fashion. For some clients the product is the perfect gift as it comes with the certification and amazing presentation in terms of packaging. Each season showcases how innovative the brand is.”

“This is where the idea of curation and taking time to get it right is paramount,” adds Olausson. “The images are often those that have not been seen before and they tell a story, so we want to embrace that and make it as powerful as we can alongside the garments within the collection.”

“LIMITATO was something that I got right away,” says US-based artist RIOCAM. ” I think the idea of people being a moving, walking, talking canvas is and was intriguing. The product itself does those images full justice.”

For further information please visit www.limitato.shop

Photo credit: Limitato

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