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boohooMAN brings Art of Drag brand to t-shirts

Hard on the heels of its recent deal with Flametree Publishing, art licensing and design company The London Studio has revealed another major licence award for its playful, funny and ever-so-slightly-subversive new brand, Art of Drag.

Art of Drag has been licensed onto t-shirts for UK retailer boohoo and boohooMAN. The deal was brokered by licensing consultant Maggy Harris on behalf of The London Studio when she brought Art of Drag to the attention of BioWorld, a major supplier for the Boohoo Group.

The new t-shirts are also being designed and produced in time for this year’s Pride in London. The UK’s biggest, most diverse Pride is expected to attract over 500 groups and 30,000 participants for its march from Hyde Park Corner to Whitehall Place on 1 July.

Art of Drag takes inspiration from famous artworks and cultural female icons, which it replaces with drag artists. Each original Art of Drag artwork features a beautylicious drag queen, created by an award-winning independent art house of LGBTQ+ artists and allies.

Independent publisher Flame Tree Publishing has already printed Art of Drag 2024 calendars and is now working on jigsaws and foiled embossed notebooks, all of which will reach retail in September. They will be distributed globally by Flame Tree and its distributors, including Simon & Schuster for the US.

A number of other Art of Drag deals are in the pipeline, with more announcements planned soon including celebrity-coveted clutches by a Parisian fashion brand that is known for its exquisite hand-embroidery and red-carpet appearances.

Maggy Harris from BlueSkye Licensing – which consulted for and managed this deal on behalf of The London Studio, alongside Kirsty Guthrie from KJG – commented: “This deal brings Art of Drag glam and fabulousness to mass-market, affordable apparel aimed at a young audience the first time. It’s absolutely ideal for summer – and perfect for Pride 2023.”

Soula Zavacopoulos, founder and director of The London Studio, continued: “We’re enormously proud of our brilliant visuals for Art of Drag and want as many people as possible to see them. And now they will – and wear them too. Our thanks to boohooMAN for the quick turnaround of these wonderful t-shirts in time for Pride – an event totally perfect for the wit, style and celebration that is Art of Drag.”

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