As the 1960s and 70s counterculture was a localized American revolt against 1950s conformist values and styles, today’s desire for handmade reveals a societal struggle to define identity through customized consumption. Where only decades ago, luxury represented limited amounts of high quality goods, luxury is now sold as mass prestige through aspirational marketing.
We live in a digitally networked, international economy of manufactured goods linked in a chain beyond borders and often beyond control. iheart wear operates within this globalized dynamic; using the universal T-shirt as canvas, the project plays the line between machine and hand, mass-produced and custom-made.
This project began in 2007 and is ongoing.