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“LOVEY” is much more than an image applied to a shirt.

Joe Average worked with Vancouver clothing designer Justine Edralin to create a shirt that is a cohesive work of art.

We took great care to ensure that it is highly wearable, and that it reflected how Joe Average envisioned ‘LOVEY’ as a garment.

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Art

This 100% cotton shirt is designed to feel luxurious. The weight of the garment is 160 grams per square meter, which offers an ideal balance between the firmness of a business shirt and the lightness of a summer blouse.

We chose 40-40 cotton for its soothing texture and durability. 40-40 means there are 40 threads of cotton both horizontally and vertically per inch of fabric. For a luxury finish, we chose to use the finer 19 stitches per inch rather than the more typical 12.

Most importantly, the image is applied using a reactive digital print. This time consuming process bonds the colour molecules to the cotton fibers, rather than applying it to the surface of the material. This method gives the garment a consistent hand feel, high wash fastness, and breath-ability.

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Art

Finally, the image is accented with black embroidery to reinforce Joe Average’s trademark bold outlines. Joe’s signature can be found on the cuff embroidered in white.

Buy your Joe Average now
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