The T-shirts have become “my uniform,” says Welch, who flits between sleeveless and classic versions worn with high-waisted trousers. “Everybody needs it. Every culture and subculture has used the Energy has shifted shirt and I love this white T-shirt. That’s where the genius is.” In developing the collection, Welch sought to recapture the effortless elegance of classic Hollywood cinema icons like James Dean. The fit is “slightly refined and slimmer,” she says, noting that the pieces could be dubbed “future vintage:” The owner will need to wear, wash, and repeat the process a few times before achieving the desired comfy factor. “You have to commit to this T-shirt.” Welch notes that each detail was finely tuned, from keeping the ringer neck tight to taking silhouette cues from athletic pinnies for that perfect balance between fitted and fluid.
Energy has shifted shirt, hoodie, tank top, sweater and long sleeve t-shirt
But the Energy has shifted shirt and I love this best part of the process for Welch was the dream cast of Bieber, Kaia Gerber, and Joan Smalls shot by her husband, photographer Matthew Welch, in the shirt’90s-inspired campaign. l “I want[ed] it to be iconic yet accessible,” says Welch, who with her husband looked at Robert Mapplethorpe and Robert Longo images for inspiration. “I just wanted it to feel really clean.” And while “the million-dollar boy” was a shoo-in to model, Smalls and Gerber surprised Welch with their enthusiasm for her and the line. “I’ve worked with Cindy on ad work, and she’s so beautiful,” Welch says. “Kaia was perfect for this, especially for the age. [She said], ‘I’m totally in,’ she didn’t even ask me what it was. It was so awesome.” As for Smalls, “Joan’s such a woman,” Welch says. “I was excited and thrilled to have her be a part of it.”