Who Makes Online Ceramics Clothing?
Online Ceramics is a clothing brand that specializes in making unique graphic t-shirts, hoodies, and other apparel. The company was founded in 2016 in Los Angeles, California by Alix Ross and Elijah Funk (Online Ceramics). Online Ceramics started out designing and producing hand-dyed and screen printed t-shirts featuring original artwork and collaborations with bands like the Grateful Dead.
The online ceramics style combines artistic designs, psychedelic and retro graphics, tie-dye patterns, and a DIY aesthetic. The brand quickly gained popularity among fans of hippie culture, jam bands, and streetwear (How Online Ceramics Keeps Its Cool). Online Ceramics t-shirts are now coveted fashion pieces seen on celebrities and influencers. The brand has risen to prominence through word of mouth and cultivating an authentic identity.
Online Ceramics Origins
Online Ceramics was founded in 2013 by Elijah Funk and Alix Ross in Los Angeles, California [1]. Funk and Ross met while studying at the Columbus College of Art and Design in Ohio and later moved to LA to pursue art and design careers [2]. In 2013, they began selling hand-dyed and tie-dyed t-shirts featuring Funk’s designs on an Instagram account. This marked the beginnings of the Online Ceramics brand.
Online Ceramics Brand Ethos
Online Ceramics is known for its vintage, retro aesthetic featuring tie-dye and graphic prints. The brand focuses on comfort and casual style in its clothing. As described in an article on Complex, “Online Ceramics has enjoyed a parallel trajectory as their tees aspiring to naïve maximalism and bearing esoteric imagery seemingly torn from the sketchbooks of the most stoned fantasy artists have developed a cult-like following” (Complex). The relaxed, artsy vibe of the clothing aligns with the brand’s lo-fi origins selling shirts on Instagram. While Online Ceramics has grown, it maintains its signature aesthetic and ethos focused on creative, comfortable designs.
Online Ceramics Manufacturing
Online Ceramics focuses on ethical and sustainable manufacturing practices, with the majority of its products made in the United States, if not in Los Angeles. The brand uses local LA garment facilities for much of its production, creating jobs and supporting businesses in its own community.
An exception is some of Online Ceramics’ vintage blanks, which are sourced from thrift stores and reused, giving used clothing new life in an eco-friendly, sustainable way. However, nearly all of the decorating, distressing, tie-dying, and screen printing is done in-house at Online Ceramics’ LA studio for quality control.
By keeping manufacturing local and in the United States, Online Ceramics maintains ethical labor practices and can closely monitor sourcing and production methods. The brand has committed to reducing waste, using non-toxic dyes and inks, and generally minimizing its environmental impact.
Online Ceramics Products
Online Ceramics is known for their unique selection of apparel and accessories including tees, hoodies, sweats, hats, and more. They release products in limited-edition runs with new designs coming out on a weekly basis.
Their t-shirts feature original graphic designs and motifs focused on nature, spirituality, music, pop culture, and more. Popular tee designs include their Grateful Dead bears, Jerry Garcia, and tie-dye prints. The tees come in a variety of colors and silhouettes.
In addition to tees, Online Ceramics offers hoodies and sweatpants featuring a cozy fleece interior and their signature graphic prints on the exterior. The hoodies and sweats are often released alongside matching tee designs.
Hats are another staple Online Ceramics product, with curved brim caps and beanies featuring embroidered and printed logos and graphics. Their hats allow customers to sport the iconic Online Ceramics style.
For accessories, they offer enamel pins, patches, and embroidered patches featuring their signature motifs. These limited-run accessories let fans adorn jackets, bags, and more with Online Ceramics flare.[1]
Online Ceramics Customers
Online Ceramics has developed a cult following among celebrities and influencers. The brand’s tie-dyed t-shirts are frequently seen on major celebrities like John Mayer, who helped introduce Online Ceramics to a wider audience by wearing the shirts to public events and concerts (Source).
The Online Ceramics target market mainly consists of Generation Z and Millennial consumers. The brand’s authentic, anti-establishment vibe resonates strongly with younger demographics. Online Ceramics has built a loyal fanbase on social media platforms like Instagram, where followers eagerly await new product drops and limited edition merchandise.
The brand’s counterculture aesthetic and exclusivity has created a devoted customer base that actively promotes Online Ceramics on social media and in real life. Their products have become status symbols among Gen Z and Millennials who want to display their cultural capital and taste for underground brands (Source). This grassroots, word-of-mouth marketing continues to fuel the brand’s popularity.
Growth and Business Model
Online Ceramics has experienced rapid growth since launching in 2016. They have quickly gone from a small startup to generating over $10 million in annual revenue as of 2021 [1]. This impressive growth has been fueled by their direct-to-consumer ecommerce model, selling unique custom designed graphic t-shirts, hoodies, hats and other apparel directly through their website.
As a digitally native vertical brand, Online Ceramics has been able to connect directly with their customers and thrive through leveraging social media and partnerships. They’ve cultivated an authentic brand identity and loyal following through limited edition “drops” and collaborations. Their business is almost entirely online, cutting out traditional wholesale and allowing them to keep small batch production runs and maintain full control over their brand image and products.
Partnerships and Collaborations
One thing that sets Online Ceramics apart is their unique collaborations with celebrities, musicians, and other brands. These partnerships allow them to release special capsule collections and products that reinforce the brand’s artistic, indie ethos.
Some of their most popular collaborations have been with indie bands like Girlpool and A24 films. Online Ceramics has created custom tees and hoodies featuring album art and iconography from these partners. Fans love the chance to rep their favorite bands and movies with Online Ceramics’ signature graphic style.
These partnerships generate buzz and exposure for Online Ceramics in relevant cultural niches. Music and film fans get excited about limited capsule collections they can’t find anywhere else. For partners, collaborating with Online Ceramics lends an air of authenticity and cool factor.
Ultimately these collaborations allow Online Ceramics to reinforce their brand image as a home for creatives, artists, and free-thinkers. The clothes become wearable art that customers are proud to sport as badges of cultural identity.
Impact on Fashion Industry
Online Ceramics has been a leader in the tie-dye and graphic prints trend within the fashion industry. Their designs helped spark the revival of tie-dye and vintage graphics that emerged around 2015 (NYTimes). Many other brands began adopting similar casual and nostalgic styles after seeing Online Ceramics’ success.
The vintage laidback aesthetic of Online Ceramics also inspired other apparel companies to showcase a relaxed and effortless vibe in their designs. Rather than high fashion and luxury, Online Ceramics championed a simple, comfy, and nostalgic style that resonated with its followers.
Additionally, Online Ceramics demonstrated the power of Instagram marketing and social media buzz for fashion brands. They cultivated an authentic community and reached new customers primarily through creative and viral Instagram posts. This inspired many other small apparel companies to leverage Instagram as a launch platform in the 2010s (GQ).
The Future of Online Ceramics
As Online Ceramics continues to grow in popularity, the brand has exciting plans for the future. According to a recent article, Online Ceramics is looking to open more brick-and-mortar stores, with a goal of “building a global community and brand.”
The company also plans to keep expanding its product range. While Online Ceramics started by selling graphic t-shirts and hoodies, they now offer a wide array of apparel including hats, pants, and outerwear, often in collaboration with other popular brands. According to the company’s LinkedIn page, their aim is to provide a “progressive range of graphics” across many types of clothing.
Most importantly, Online Ceramics wants to maintain its unique brand ethos even as it scales up. The founders have emphasized the importance of quality handmade products and funky, rebellious designs. As one recent New York Times article stated, “Its antiestablishment, hand-drawn aesthetic is a big part of its appeal.”
By opening more local stores, expanding products sustainably, and staying true to their artistic roots, Online Ceramics hopes to keep its cool factor while spreading its unconventional message and building community around the globe.
