Of course, membership is free and easy to obtain, but when was the last time you heard about a single-item site launching that didn’t require a log-in? At any rate, we applaud J. Lo’s move with Teeology (the latest to launch in the field), where she’s been named chief curator as opposed to head designer.
The new site offers a range of basics along with two to four new graphic styles that launch each week. Lopez’s job is to select from submissions by various artists and designers, then turn the culled options over to the site’s members. They vote on which tees ultimately make it into the inventory. As a bonus, if the design a member voted for wins, they get free shipping on the item.
The themed online retail site with a celeb at the helm has been a growing domain, with most of the entrants operating as of-the-month style clubs. Interestingly, Teeology’s predecessor, ShoeDazzle (they share the same founders, MJ Eng and Brian Lee) was already taken off the monthly subscription model and moved into the sphere of regular online retail. Kim Kardashian is ShoeDazzle’s “designer,” but Lopez’s title at her new site, as we pointed out earlier, is “curator.” Maybe the next step for this niche online retail field, after moving away from mandated monthly purchases, will be more accurately designating titles for the sites’ celebrity faces?