Exciting Fashion Upstart takes art off the walls and puts it on your body.
For immediate release August 25, 2020
Vancouver, B.C. – Beloved Canadian pop artist, Joe Average, has teamed with Canada’s newest clothing brand, DEQQ Apparel, to create and release his first limited edition art piece since the 90’s. The first DEQQ piece, which features Joe Average’s work, called “LOVEY”, is a custom designed gender-neutral shirt. The shirt is a limited edition of 90 and showcases the art on a durable and luxurious fabric.
“LOVEY” is a sketch I did in the 90’s that never made it to canvas. She has never been a painting or a print but she is now a fabulous shirt!”
- Joe Average
In addition, each shirt comes with an embedded technology that protects the purchaser’s investment. The team at DEQQ understands that apparel is the most counterfeited consumer good in the world. The DEQQ technology secures the art’s authenticity, exclusivity, and provenance. All the owner has to do is tap their smartphone to the shirt to authenticate it as a genuine Joe Average!
“When DEQQ approached me about this innovative approach to showcasing my art, I was intrigued,” said Joe Average. “In fact, they had already identified which piece of mine that they wanted to use for the company’s first limited edition piece. It is from an old sketch I did in the 90’s that never made it to canvas. So, I ended up painting her digitally last year. She has never been a painting or a print, but she is now a fabulous shirt!”
“LOVEY” is offered as a strictly limited edition of 90. It will go on sale August 27th for $550 plus tax and can be purchased exclusively on DEQQ.com.
“DEQQ Apparel opens up a whole new world for artists to showcase their art.” said David Gratton, Founder of DEQQ. “This art doesn’t take up wall space. Instead we become a living gallery for the artist. By wearing art, we share it with everyone in our community to enjoy, and hopefully it strikes up a conversation or two. We are breaking new ground with what we are doing, and we are beyond thrilled that our first artist is Vancouver’s own Joe Average. When I look at “LOVEY”, she imbues me with such joy, and that’s something our communities need more of right now.”
The DEQQ team is now actively curating art for its next fashion pieces. Interested artists are encouraged to contact them via the company website.
About Joe Average
Joe Average R.C.A., is a 62 y.o. Vancouver-based artist. Joe Average is a beloved Canadian pop artist and advocate for the LGBTQIA2S+ community. In the 1970’s he started exploring drawing and photography. In 1984, he was diagnosed with HIV, prompting him to put his aspirations into action by making a living from his artwork. Using vivid colours and bold lines as structural elements, Joe created highly stylized paintings. In 2010 he started photographing again creating a series of self-portraits to document his struggles with lipoatrophy. Joe has lent his name and art to many social and humanitarian causes in Canada and has received countless awards and citations for his philanthropic work. In 2019 Joe was commissioned by the Royal Canadian Mint to design a coin to commemorate the 50th anniversary of the decriminalization of homosexuality in Canada.
About DEQQ Apparel
DEQQ Apparel is an artist-led fashion brand producing limited edition, wearable art. Our purpose is to promote human connections by making art part of our everyday lives; to start conversations, make us think, and stir our emotions.
For more information about DEQQ and this exciting collaboration with Joe Average or to set up an interview with DEQQ Founder David Gratton, please contact Joe Deobald: joe@deqq.com
Press Release