Founders of the custom t-shirt line talk aesthetic, influences and expanding their brand.
From colorful and trippy to comical or profane, Dreem Street covers all the bases with their unique, limited-edition T-shirt line. The cheeky designs often depict icons of pop-culture from band and brand logos to cartoon characters like Bart Simpson or the girl from Wendy's and are crudely made by drawing directly onto the screen when screen-printing. A collaboration between musician and illustrator Eric Mast and fine-artist Matthew Chambers, from their respective home-bases in Portland and Los Angeles, Dreem Street has built a large following on the Internet and beyond since debuting in 2012.
The mission has always been as straightforward as their scrawls. According to Mast, the pair set out "to put drawings on shirts in a manner that our friends would think its funny/cool and want to wear them. I also want to create some sort of dialogue, even if it is only, 'What's the deal with that weird shirt?' or 'What does that mean?'" Chambers adds, "I agree with Eric, being someone that was interested almost equally in art, movies, music, skateboarding, and comedy/philosophy it didn't seem like there were shirts that represented this tribe, and especially that weren't explicitly ads."
As for the "hand-flawed" aesthetic? Mast puts it simply: "because we're flawed people." With a laugh, Chambers further explains, "I would just add the economy of time, Eric and I enjoy the volley of conversation, the production means and method seemed to naturally reflect our desire to keep moving."
Most Dreem Street designs are made in batches of eight and when they're sold-out, they're gone for good. They sell the T-shirts online on platforms like Etsy, bundling each T-shirt with a goodie bag worth of extras like stickers and posters that all fit the same vibe. As for customer satisfaction, Mast notes "one buyer was bummed on the bootleg Cash Money T-shirt because he didn't realize it wasn't from the mall." However, "usually people don't order unless they 'get it' though. A teenage girl wrote me back and was super excited and loved her shirts and all the extra stickers and Free Spirit News and DVDs and things I threw in there, and her and her friend jumped on the bed and yelled. That made me happy to hear how this young girl just got so into Dreem Street for that moment. They're probably in prison by now." After a variety of one-off collaborations with local shops, the line is looking to expand some designs into 'unlimited' editions that are sold in brick and mortar locations far and wide.
The designs already reach a wide audience, thanks in part to cropping up across the music world, being worn by various artists and bands regardless of genre. Of the weirdest places for them to have popped up, Mast notes, "Kid Cudi asked for some shirts, so I sent him a couple and he was stoked. I guess Mikey Kampman wears them in funny places like on stage at Mac Demarco shows and doing standup and at Riff Raff video shoots. Ratatat wears them all over the place." Electronic quartet YACHT bought out the Selected Ambient Works design then "they all wore them on stage during [a] show. It was pretty cute," he remembers. Even bands like Pictureplane, Soko and White Fang have gotten in on the action.
As for the origin of their ideas, the collaborators inspire each other, acting as a feedback and inspiration loop that works both ways. "Matt and I work remotely most of the time, so when I get a box of new designs from Matt, its really exciting and makes me want to make a bunch more shirts. I'm generally amazed at the stuff that comes out of his head, even though I've known him so long. I never can predict what he will do next, and that's inspiring," says Mast. Adds Chambers, "I agree, Eric's a big inspiration for me too, active or passively we tend to bounce our findings and ideas without a doubt he's made my world larger, I do tend to find myself drawing ideas for shirts based on conversations I'd want to have, so if I wanna talk about Groucho…"
While Mast doesn't view the designs as art per se, he explains that Dreem Street is "about creating objects that can be part of our immediate world and our friends and beyond." As for how it fits into their artistic output at large, he says, "it's like most of my endeavors, in that it is a poor business model, pays worse than working at Wendy's and it doesn't get you laid, but I can't stop doing it."