THIS IS NOT CLOTHING is a high-end luxury t-shirt brand which juxtaposes contemporary culture and fine art, immortalizing people and icons in a similar way to the religious iconography of the Italian Renaissance. The artwork is created by brand founder, visual artist Jam Sutton. Through THIS IS NOT CLOTHING Sutton creates original pieces and shares his unique vision of our society by paying homage to the great artists that have shaped and influenced the history of art.

Here the Q&A to discover something more about THIS IS NOT CLOTHING, and the peculiar vision of the designer behind the brand.
The following images have been created modifying Jam Sutton original artworks for THIS IS NOT CLOTHING Spring/Summer 2014 ANTONIOLI.EU’s selection.


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What was your first fashion memory, and how fashion entered your life?

My first fashion memory was a family holiday to Italy as a child, I remember being equally struck by the art and the fashion in Florence. Graphical prints are what excite me the most about designing. For me, fashion is a way of expressing myself artistically on an alternative canvas.


Could I please ask you to define your aesthetic vision?

I’m a visual artist specialising in still and moving imagery. My vision with This Is Not Clothing is to create a brand that celebrates art history and produce luxury garments which take the form of a wearable canvas. I want the customer to be buying a wearable art print. Every part of my designs are created by myself, using photography and various digital imaging techniques to create artwork which is then printed onto fabric.




Where do you catch your inspiration from? And in particular what’s the main inspiration behind this Spring/Summer 2014 collection?

I’m inspired massively by art history, from modern Surrealism to classical Rococo. I think it’s important to know what happened artistically in the past, to truly know how to look forward.
SS14 collection took a lot of influence from the 17th Century ‘Vanitas’ movement of still life paintings. The symbol of the skull in Vanitas paintings is so profound it inspired the direction of the whole collection. For example, the remake of Delacroix ‘ La Liberté guidant le peuple ‘ is a modern reminder about the rise and fall of consumerism, all the people in the original painting have been replaced by skeletons, suggesting the fall of society. Warhol embraced mass-production in his works, and I think the medium of fashion design and t-shirts, for me, is a way of expressing myself visually in a similar Warholian approach to the art world.


Do you have any muse, a kind of woman/man you take inspiration from and whom you design for?

I kind of have a muse in mind when I’m creating the collections, especially for Spring/Summer 2014, I created artwork which would have appealed to historical Royalty, with a contemporary influence; a mixture of King Louis XVI of France, and of the Medicci family of Florence, who were known to commission some of the greatest masterpieces of the Renaissance. I directed a music video recently for Azealia Banks’ single ‘Yung Rapunxel’, Azealia was actually a muse for a couple of designs within this collection. Music is a massive part of my life, and is a big influence.


How much your life and mainly your work is influenced by our by now 2.0 reality?

I think everything is massively influenced by our internet reality, it has pros and cons. As a digital artist, I value the impact and artistic potential computers have on my work, I express myself through a camera and computer system. However, people can get too bogged down in technology and forget to actually live (myself included). The internet does open influences and inspirations to a massive reach; there is so much knowledge at your fingertips.




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