Who would have thought that homeless people would be given free designer gear?
Designer Jonathan Pease said he and co-designer Jesse Margolis wanted the stunt to draw attention to the number of people living on the streets.
The idea for clothing the homeless came to the Tight Knickers team a few weeks ago, when they were filming a video. They hit the streets with a camera to ask people what they thought about Tight Knickers and noticed how many people lived on the streets.
“We all usually drive and it had never occurred to us just how many homeless people there are in Sydney; you just don’t see them when you are driving,” Mr Pease said.
“The so-called hidden homeless is definitely an issue that people would prefer to ignore. Our long-term goal is to heighten awareness of the issue and break down some of the barriers between us and them.”
The label has also launched a competition asking fans: what does Tight Knickers mean to you? And until Christmas Day, respondents that are deemed worthy will win clothes of the labels summer collection while one lucky respondent gets an exotic massage from the brand’s pattern cutter (whether he or she is any good is yet to be determined). All responses should be emailed to firstname.lastname@example.org.
With fans that include names like Kate Bosworth and Kate Moss and T-shirts with slogans such as “I am afraid of Americans” and “I only kill for Jimmy Choo” no wonder they have a cult following among the streetwear crowd.