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Threadless (stylized as threadless) is an online community of artists and an e-commerce website based in
Chicago, Illinois (''City in a Garden''); I Will , image_map = , map_caption = Interactive Map of Chicago , coordinates = , coordinates_footnotes = , subdivision_type = Country , subdivision_name ...
, founded in 2000 by Jake Nickell and Jacob DeHart. Threadless designs are created by and chosen by an online community. Each week, about 1,000 designs are submitted online and are put to a public vote. After seven days the staff reviews the top-scoring designs. Based on the average score and community feedback, about 10 designs are selected each week, printed on clothing and other products, and sold worldwide through the
online store Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. Consumers find a product of interest by visiting the website of the r ...
and at their retail store in Chicago. Designers whose work is printed receive no cash, but receive 20%
royalties A royalty payment is a payment made by one party to another that owns a particular asset, for the right to ongoing use of that asset. Royalties are typically agreed upon as a percentage of gross or net revenues derived from the use of an asset o ...
based on net profits paid on a monthly basis, as well as cash and Threadless merchandise.


History of the company

Co-founders Jake Nickell and Jacob DeHart started Threadless in 2000 with $1,000. Threadless began as a T-shirt design competition on the now defunct dreamless.org, a forum where users experimented with computers, code, and art. Nickell and DeHart invited users to post their designs on a dreamless thread (hence the name Threadless), and they would print the best designs on T-shirts. Shortly after the first batch of shirts was printed, the founders built a website for Threadless and introduced a voting system where designs could be scored 1 to 5. By 2002, Jake Nickell had quit his full-time job, dropped out of art school, and started his own web agency called skinnyCorp, with Threadless continuing to build under the skinnyCorp umbrella. The company moved from his apartment to a 900-square-foot office. A new batch of T-shirts was printed once the previous batch had sold out. In 2000, Threadless would print shirts every few months. By 2004, the company was printing new shirts every week. By 2004, Threadless was big enough that skinnyCorp did not need to continue outside client work. The company moved to a larger warehouse space. In 2004, profit was around $1.5 million, and in 2006 it jumped to $6.5 million. In a 2006
Wired ''Wired'' (stylized as ''WIRED'') is a monthly American magazine, published in print and online editions, that focuses on how emerging technologies affect culture, the economy, and politics. Owned by Condé Nast, it is headquartered in San ...
article, Jeff Howe coined the term
crowdsourcing Crowdsourcing involves a large group of dispersed participants contributing or producing goods or services—including ideas, votes, micro-tasks, and finances—for payment or as volunteers. Contemporary crowdsourcing often involves digita ...
. Jeff Howe soon associated Threadless with crowdsourcing. In 2008, Threadless was featured on the cover of Inc. as “The Most Innovative Small Company in America.” Though Nickell did not disclose revenues for the article, Inc. estimated $30 million sales and a 30% profit margin. "Threadless completely blurs that line of who is a producer and who is a consumer," said
Karim Lakhani Karim R. Lakhani (born c. 1970) is a professor of business administration at Harvard Business School. He is the principal investigator of the Crowd Innovation Lab at the Harvard Institute for Quantitative Social Science. His research and teaching f ...
, a professor at
Harvard Business School Harvard Business School (HBS) is the graduate business school of Harvard University, a private research university in Boston, Massachusetts. It is consistently ranked among the top business schools in the world and offers a large full-time MBA ...
who was quoted in the article. "The customers end up playing a critical role across all its operations: idea generation, marketing, sales forecasting. All that has been distributed." In 2010, Abrams Image published Threadless: Ten Years of T-shirts from the World's Most Inspiring Online Design Community, written by Jake Nickell. The book features a decade of Threadless designs, interviews with many of the designers, and a year-by-year breakdown of how the company has grown and evolved. The company is using a Marketing strategy called Co-creation which is allowing its customers to be the product developers or designers. In October 2017, Threadless announced that they acquired
Bucketfeet Bucketfeet is an American online retailer specializing in artist-designed footwear. The company collaborates with a global community of artists to design limited-edition shoes with the goal of "sparking meaningful conversations to create a bright ...
, a shoe company specializing in artist-designed footwear. Bucketfeet similarly produces on-demand products and has their own network of artists and its net worth was 50 million dollars. In 2018, Threadless will integrate Bucketfeet and their artists into its website. In summer 2020, when the face covering became a new norm due to COVID-19, Threadless started to sell masks with designs from its art community, stating that the portion of sales would go to a non-profit organization MedShare.


Features

* Voting System: Threadless allows users to vote on designs, and rate them on a scale from 1-5. Designs are scored by the community for 1 week, before being reviewed by the Threadless staff. The staff chooses a number of the highest-scoring designs for the week and prints them. * Design Challenges: In order to curate designs centered around a topic, Threadless holds design challenges. In these challenges, users can gain an extra cash reward in addition to the normal cut of product sales. This allows Threadless to have some control over the products they produce, while still having the content come from the community. This builds customer satisfaction and gives credibility to the company as well as the products. In the past, Threadless has teamed up with several businesses, such as
The Simpsons ''The Simpsons'' is an American animated sitcom created by Matt Groening for the Fox Broadcasting Company. The series is a satirical depiction of American life, epitomized by the Simpson family, which consists of Homer, Marge, Bart, ...
, to create officially licensed merchandise that is sold on the Threadless website. * Forums: Threadless has forums for a variety of topics which include artist shops, tips and tricks, arts and design, and projects. The forums are focused on designers who want to get feedback on their designs, or ones who need help with the whole process. * Artist Shops: These shops are independent of the Threadless store. Each artist has their own shop where they control the content and the pricing. Threadless charges a base price for making each item but allows the user to decide how much to charge above that amount for their products. It allows artists to sell their work, even if it's not selected for printing initially. It also allows Threadless to target niche markets similar to companies like
Redbubble Redbubble is a global online marketplace for print-on-demand products based on user-submitted artwork. The company was founded in 2006 in Melbourne, Australia,
. *Marketing Strategy: Threadless uses the co-designing type of co-creation which enables the users to design the products. It enhanced the scope of consumers' powers and paved its way into radical improvement. *A unique business idea:The foundation of a business is its core unique idea which sets Threadless apart in the market and build an engine that delivers what they aimed for.


Printing techniques


Screen printing

Most Threadless T-shirts are printed with the
screen printing Screen printing is a printing technique where a mesh is used to transfer ink (or dye) onto a substrate, except in areas made impermeable to the ink by a blocking stencil. A blade or squeegee is moved across the screen to fill the open me ...
technique.
Plastisol A plastisol is a colloidal dispension of small polymer particles, usually polyvinyl chloride (PVC), in a liquid plasticizer. When heated to around , the plastic particles absorb the plasticizer, causing them to swell and fuse together forming a ...
or water-based
inks Ink is a gel, sol, or solution that contains at least one colorant, such as a dye or pigment, and is used to color a surface to produce an image, text, or design. Ink is used for drawing or writing with a pen, brush, reed pen, or quill. Thicke ...
are applied to the shirt through mesh screens which limits the areas where ink is deposited. Threadless printing techniques include gradients and simulated process, UV color change, oversized printing, puff, belt printing, vinyl, super glow, flock, embroidery, suede, metallic, blister, foil, and high density.


Direct to garment printing

In September 2011, Threadless announced Threadless Labs on its forum. Through Threadless Labs, the company will begin experimenting with new products and printing. The first Threadless Labs experiment is Direct to Garment (DTG) printing, a process of printing on textiles and garments using specialized or modified inkjet technology. Threadless now prints four new DTG T-shirts each week in addition to the week's 10 new screen printed shirts.


Artist Compensation

Originally Threadless offered a $2,500 prize for artists that won a weekly design challenge, with the introduction of new terms and a shift in the company in 2014, the weekly design competition awarded a $250 gift code and artists retain all rights to their work and receive royalties on each sale. Threadless started Artist Shops in 2015, which allowed artists to sell T-shirts printed with any design directly to customers and receive royalties. Since the program rolled out in 2016 there have been over 100,000 Artist shops. However, many artists feel that without the $2,500 prize for winning the weekly design competition, the incentive to use Threadless has decreased.


Retail locations

In August 2007, Threadless announced the grand opening of a retail store. In January 2014, Threadless announced it had closed its 3011 N. Broadway St. location in Chicago because its sales has declined .


Challenges

Competition of Market share: The growth of digitalization has increased the number of people on various social networks: it has also increased competitors. In the early days, Threadless captured most of the market. Now, with increasing competition, the cost to cost to maintain and grow customer capacity is greater. List of some competitors sharing the market with Threadless because of global digitalization and competition. Top Competitors of Threadless 1. Spreadshirt. $120 Million. 2. Custom Ink $373 Million. 3. Teespring $63 Million. 4. Homage. $33 Million. 5. T-SHIRT HELL. $20 Million. 6. UNTUCKit. $147 Million. 7. CafePress. $85 Million. 8. RushOrderTees. $22 Million. Duplicate of Business Model: Companies emerge and follow other company’s businesses strategy. Digitalization has opened the platform to search and copy ideas. It gives no uniqueness to your product or idea since anyone can reach out to it in the digital world.


Book

In October 2010, Abrams publishers released a ten-year retrospective of Threadless T-shirt designs and the company's history.Threadless book
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See also

*
Direct to garment printing Direct-to-garment printing (DTG) is a process of printing on textiles using specialized aqueous ink jet technology. DTG printers typically have a platen designed to hold the garment in a fixed position, and the printer inks are jetted or sprayed o ...
*
Screen printing Screen printing is a printing technique where a mesh is used to transfer ink (or dye) onto a substrate, except in areas made impermeable to the ink by a blocking stencil. A blade or squeegee is moved across the screen to fill the open me ...


References


External links

* {{official website, http://threadless.com/
All printed Threadless Designs
Online clothing retailers of the United States American companies established in 2000 Retail companies established in 2000 Internet properties established in 2000