The most weird and wonderful apparel from Shelfies

31^st July 2013

B Finney

B 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.