Like any good writer, a good artist has a voice. A voice lets you recognize that specific artist’s work no matter the subject material and without regard for the medium. It’s hard to say who has voice and who doesn’t, really. It’s really a “know it when you see it” sort of thing.
Amorphia Apparel is one of the better examples of voice that I’ve come across in the t-shirt world. Amorphia is somewhat unique in that all the t-shirt designs are the product of one artist (and the brand is successful).
Jeremy Kalgreen is responsible for Amorphia’s bold and unique t-shirts, seemingly without regard for what anyone else is doing. I like that. Jeremy’s creations “fly under the radar” not in the sense that they’re unpopular (it’s quite the opposite) but rather in the sense that they go undetected if you’re looking for the mainstream.
It’s hard to put adjectives to many of the creations, but there are a few things I’ve noticed. First, there are rarely more than 2 or 3 colors to a design. This could be Jeremy’s style or this could be a reaction to the unfortunate reality that shirts with lots of colors simply cost more to produce. Let me use an example to illustrate (no pun intended) why this is a good thing for design, even if an artist is limiting their colors to work within the confines of the medium.
I know of a drummer that forces himself to use a smaller kit with fewer drums. He says it keeps him creative by forcing him to be unique and resourceful; working within the confines and limitations of a smaller kit. Fewer tools = careful and sometimes unorthodox use of the ones you do have. I think the principle applies to Amorphia as well. The reduced palette of colors brings out some truly unique designs.
Second, I noticed that Amorphia uses lots of silhouettes. Faces without eyes, people without faces, and big areas of color without anything to suggest a third dimension are the order of the day. I think this lets Jeremy walk a fine line, accomplishing a feat very few are able to pull off: being simple without being cheap.
These shirts are only simple in the sense that you could trace them in a few moments time. The thought behind many of them seems to go much deeper, showing a unique appreciation for puns, irony, and the absurd. Amorphia isn’t afraid to poke fun at the serious, but does so without being offensive. It’s cerebral, but fun and I think that’s why it’s successful. Amorphia makes you smile and think “that’s clever!” more often than not.
Amorphia has expanded by added 4 additional brands, each heavily themed and laser focused on a series of ideas or different takes on the same idea. I strongly suggest browsing through Jeremy’s creations, both at the original Amorphia Apparel site, and at his new brands.
Amorphia Apparel – Jeremy’s flagship t-shirt brand
Science! – slightly nerdy celebrations of scientific advancement – taken to the hilarious extreme
Sir Critter – Animals that make Frank Sinatra look underdressed
Hirsute History – Famous hairstyles and beards in silhouette
Teach the Controversy – Challenging scientific “facts” with conspiracy theories and alternate explanations
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