Daniel Meller runs online contests to discover untapped talent around China, prints their designs on quality T-shirts and unleashes them on the public. His CreativCulture platform has been met with much public enthusiasm – so much so that he has set up a three-month pop-up shop at The Stumble Inn, with sights set on a more permanent location for later this year. We pressed Meller to reveal the inner workings of a burgeoning Chinese brand.

Clothing is the most important thing on this planet after food. There is almost no one who doesn’t put on clothing right after they wake up. It tells us exactly who we are, where we belong and what we believe in. Depending on what shirt you wear, you can say, “I’m cute,” “I’m mysterious” or even “I’m into China.” It’s the most generally accepted way of expressing yourself.

What we’re trying to do is scout out original design from China to showcase China. We want our designs to reflect this country – but not some old and traditional version. We purposely propose themes (i.e. transportation, "I Love China") that will guide designers into creating something more representative of a modern China.

Our youngest T-shirt design contest winner was 15 years old, and our oldest was 50. Also, we get designs from every province in China. A lot of people assume that most talent flocks to the major cities, but it’s important to realize there are gifted artists everywhere that just might not be utilizing their skills. We’re trying to provide a platform for this untapped pool of talent.

We have to have something that is unique and interesting, but still appeals to people. On the other hand, a design might be incredibly artistic, but isn’t wearable or doesn’t print well. We strive to find that balance.

The three main factors we consider when selecting a winner are: artistic ability, creativity and marketability.

Why Beijing? Shanghai didn’t feel right. Shanghai is obsessed with the West, while Beijing tends to put greater value on things coming out of China.

We know that not everyone is going to like all of our designs, which is why we’re trying to make so many. Not everyone has the same taste and we’re not saying they should. But with the range of talent in China, people are bound to find something they like here.

We essentially don’t advertise. We wanted to reach out to the designers first. People like our products, but we spend all our time finding the designers because the better the designers, the better the product – and then the customers will come.

Some artists are convinced that drawing the creepiest, most oozing bug or creature is the way to win. While appealing to some, perhaps, it’s not always going to work. I think that people just like to draw the things that scare them on some level.

Everyone knows that when you put that Great Wall T-shirt in the wash, it’s going to be destroyed. It might only have cost 25 kuai, but if you can only wear it once it has zero value. We make high-quality imported shirts that will last you over 100 washes, guaranteed.

Browse the T-shirts at www.creativculture.com.

Click here to see the November issue of the Beijinger in full.

Photos: Sui and Nature Zhang