The Upcoming
  • Culture
    • Art
    • Cinema & Tv
      • Movie reviews
      • Film festivals
      • Shows
    • Food & Drinks
      • News & Features
      • Restaurant & bar reviews
      • Interviews & Recipes
    • Literature
    • Music
      • Live music
    • Theatre
  • Fashion & Lifestyle
    • Accessories
    • Beauty
    • News & Features
    • Shopping & Trends
    • Tips & How-tos
    • Fashion weeks
  • What’s On
    • Art exhibitions
    • Theatre shows
  • Tickets
  • Join us
    • Editorial unit
    • Our writers
    • Join the team
    • Join the mailing list
    • Support us
    • Contact us
  • Interviews
  • Competitions
  • Special events
    • Film festivals
      • Berlin
      • Tribeca
      • Sundance London
      • Cannes
      • Locarno
      • Venice
      • London
      • Toronto
    • Fashion weeks
      • London Fashion Week
      • New York Fashion Week
      • Milan Fashion Week
      • Paris Fashion Week
      • Haute Couture
      • London Fashion Week Men’s
  • Facebook

  • Twitter

  • Instagram

  • YouTube

  • RSS

Fashion & Lifestyle

The most weird and wonderful apparel from Shelfies

The most weird and wonderful apparel from Shelfies
31 July 2013
Elizabeth Finney
Avatar
Elizabeth Finney
31 July 2013

Shelfies founder, Nicholas Montgomery, started the brand this year and it’s already turned many heads. This is unsurprising seeing as there is a whole collection dedicated to sloths. He and his new designer, Peter, have been working on some of the most brilliant and random prints for tees, tanks and sweaters, which are vibrant and, most importantly, in the eyes of Nicholas, fun. Looking at the simple awesomeness of his work, we can’t help but agree with him. 

What is your name and where are you from?

My name is Nicholas. I’m originally from Toronto but have lived in San Francisco and am currently living in Copenhagen, Denmark. 

Which of your current designs is your favourite and why?

I’m a huge fan of Holy Burger right now. It’s most popular with the vegetarian demographic. 

Sloths are great. What gave you the idea to focus a collection on them?

From a young age, I always desired a sloth as a pet. They sleep for 18 hours a day, and all they basically do eat and look cute. I also could’ve become famous making internet memes from them. Unfortunately they are highly endangered and my parents did not approve. 

Which design is the most popular?

Sloth Pope was the most popular for a very long time. I never actually thought anyone would buy it, just bring attention and hopefully people would buy the other less outrageous sweaters. It turns out outrageous was exactly what people wanted. 

How do you personally feel about fashion, and how do you use it to express yourself?

Fashion should not be about being posh and cool, it should be about having fun and feeling great. Shelfies shatters our rules of designs, which is why what we’re doing is pretty unique. 

What is it like running your own company?

I like to say running a company is like half of the time you feel like a baller, and the other half of the time you’re chewing glass. 

Who would you most like to collaborate with?

Pharrell Williams would be pretty awesome; his style is impeccable. As a side-note, you may also find it hard to believe he’s 40.

Would you say your work is directed at a particular trend or group of people?

Yes and no. We don’t specify male or female for any of our clothing and our customers are split 50/50. The Cloud of Love or Pancakes Tee wasn’t designed for a “girl” or “guy”, just someone who likes it as much as us. 

Do you have a team working with you to help manage the brands?

We have a super talented team at Shelfies doing everything from marketing, to customer support, to design. We’re always looking to bring on new people! 

What are your favourite things about your job, any negatives?

The biggest thing for me is seeing people around the world wearing the clothing. Shelfies asks people to use #shelfies on Instagram and other social networks. Seeing people in Iceland, Uganda, Brazil and all over the world wearing our clothing from Toronto really puts a smile on my face. 

What was the inspiration behind the brand?

I would love to say I have a grand vision and plan for every single day and month, but we just try our hardest every day to create cool things and hope everyone comes along for the ride. 

Please tell me about the creative process that went into your current collections. What techniques are used?

The technique used to achieve photorealistic “allover” prints is called sublimation printing. Unlike heat transfer or other methods, the design doesn’t shrink, peel or fade away after time. It does cost more, but the result is a vibrant, colourful print that will last. 

Elizabeth Finney

For Further Information on the collections, visit the Shelfies website here. 

Related Items

More in Fashion & Lifestyle

Mother’s Day 2021: Gift guide

Rebekah Absalom
Read More

Spotlight: Lauren Everet and Soup Kitchen London, striving for food security and social equality

Ezelle Alblas
Read More

15 mistakes newlyweds always make

The editorial unit
Read More

Ways to support Heart Month this February

Rebekah Absalom
Read More

10 romantic dresses for your Valentine’s night in

Sophie Cook
Read More

Five London areas to go for a romantic walk this Valentine’s weekend

Lilly Subbotin
Read More

The best beauty launches to treat yourself to this Valentine’s Day

Alexandra Davis
Read More

Valentine’s Day 2021: Gift guide for her

Rebekah Absalom
Read More

Interior design trends you’ll see everywhere in 2021

Sophie Cook
Read More
Scroll for more
Tap
  • Popular

  • Latest

  • TOP PICKS

  • I’m Your Man (Ich bin dein Mensch)
    ★★★★★
    Berlinale
  • The Girl and the Spider (Das Mädchen und die Spinne)
    ★★★★★
    Berlinale
  • Celebrate International Women’s Day with a Bombay Sapphire Cocktails & Create masterclass
    Food & Drinks
  • Kings of Leon – When You See Yourself
    ★★★★★
    Album review
  • Bicep at Saatchi Gallery Online
    ★★★★★
    Live music
  • A Brixton Tale
    ★★★★★
    Glasgow
  • Surge
    ★★★★★
    Glasgow
  • The Old Ways
    ★★★★★
    Glasgow
  • Women in film introduce favourite female-directed features for new BFI series on 8th March
    Cinema & Tv
  • Berlinale 2021 winners: The full list
    Berlinale
  • Berlinale 2021 winners: The full list
    Berlinale
  • WandaVision
    ★★★★★
    disney
  • Coming 2 America
    ★★★★★
    Movie review
  • Kings of Leon – When You See Yourself
    ★★★★★
    Album review
  • The Dissident
    ★★★★★
    Movie review
The Upcoming
Pages
  • Contact us
  • Join mailing list
  • Join us
  • Our London food map
  • Our writers
  • Support us
  • What, when, why

Copyright © 2011-2020 FL Media

Brand watch: Imiloa
Johan Ku: Sculptured storytelling clothing