Looking to expand her reach in the fashion marketplace, Jennifer Lopez has joined forces with ShoeDazzle honchos MJ Eng and Brian Lee as well as Erica Zohar and Jeff Marine to launch Teeology.com.
The new enterprise will feature artists’ t-shirt designs that get voted on by the online community, and the winning items go into production and are sold for $20-$29 on the website.
Eng told press, “The idea started when we realized more and more customers have become increasingly spoiled with private sale discounts online. We know the markups. So rather than building a brand around cost structures, price points and overhanging inventory that you have to liquidate, why not have a lean model and offer good prices right off the bat?”
And J. Lo was thrilled to get invited to participate- “Anything creative always piques my interest. This is a different type of online experience where you get to be involved in which designs get made. And it gives us a beeline to what people really like.”
“I live in T-shirts when I’m not doing the red carpet. I love the sexy, casual feel and the way a good T-shirt makes you feel cool. It’s like you’re not trying too hard,” she added.