Threadless (stylized as threadless) is an online community of artists and an e-commerce website based in
Chicago, Illinois
Chicago is the List of municipalities in Illinois, most populous city in the U.S. state of Illinois and in the Midwestern United States. With a population of 2,746,388, as of the 2020 United States census, 2020 census, it is the List of Unite ...
, 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 ...
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 or ...
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 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 may refer to:
Arts, entertainment, and media Music
* ''Wired'' (Jeff Beck album), 1976
* ''Wired'' (Hugh Cornwell album), 1993
* ''Wired'' (Mallory Knox album), 2017
* "Wired", a song by Prism from their album '' Beat Street''
* "Wired ...
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 digit ...
. 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 the Dorothy & Michael Hintze 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. ...
, a professor at
Harvard Business School
Harvard Business School (HBS) is the graduate school, graduate business school of Harvard University, a Private university, private Ivy League research university. Located in Allston, Massachusetts, HBS owns Harvard Business Publishing, which p ...
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's market strategy is called co-creation, allowing its customers to be the product developers or designers.
In October 2017, Threadless announced that they acquired
Bucketfeet, 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 face masks became more common 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 one 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 and developed by Groening, James L. Brooks and Sam Simon for the Fox Broadcasting Company. It is a Satire (film and television), satirical depiction of American life ...
, 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 is not selected for printing initially. It also allows Threadless to target niche markets similar to companies like
Redbubble.
*Marketing strategy: Threadless uses the co-design type of co-creation, which enables the users to design the products and enhances the scope of consumers' powers.
Printing techniques
Screen printing
Most Threadless T-shirts are not printed using 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 in a "flood stroke ...
technique anymore.
Plastisol 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. T ...
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 Inkjet technology originally was invented for depositing aqueous inks on paper in 'selective' positions based on the ink properties only. Inkjet nozzles and inks were designed together and the inkjet performance was based on a design. It was used as ...
. 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 of a decline in sales.
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 ...
*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 in a "flood stroke ...
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