• New Frontiers
• A Mobile Society
• Q & A: Best Practices for Blogging
• A Note From SURTEX
• SURTEX Links

A look at some up-and-coming fabrics and fabric technologies and how they might affect the design process.

Emerging fibers and fabric technologies are opening up new possibilities for artists who design for textiles. “There are really two cross-currents right now,” reports Patrice George, a textile designer and assistant professor of textile and surface design at the Fashion Institute of Technology. On the one hand are fabrics being promoted as pro-environmental; on the other are super-high-tech fabrics that add desirable attributes to apparel or products for the home.

Fibers touted for their reduced environmental impact include bamboo, sea algae and cornsilk, while emerging and future high-tech developments run the gamut from fabrics that increase airflow, to promote sleep and/or muscle rejuvenation, to materials that contain anti-cellulite cream, change color or incorporate LEDs. “Fiber optics are fibers, and can be knitted into fabrics,” George says. “Instead of printing a design, you could program a design. That’s definitely coming.”

In some cases, the new trends may raise design or printing issues. For example, using more environmentally sound dyes could reduce the color palette. Similarly, layered fabrics, where diverse materials such as ultrasuede and satin are “laminated” together, encourage the artist to focus on the negative space and use a subtractive rather than additive process.

In other cases, no change in the design process is required. Dan Keesey, president of Spun Bamboo Clothing, a division of Ecodesignz, which specializes in bamboo apparel, textiles and furniture, reveals that there are few printing or dying limitations associated with bamboo fabrics and blends. “The fabric has microscopic holes that the ink can get into and really get a grip,” he says. “It can take reactive dyes well; they don’t bleed or fade. The dye forms a chemical bond with the fiber.” Some of the other benefits of bamboo include UV protection, odor reduction, temperature regulation and, some say, antimicrobial properties. It has a silk-like feel but can be machine-washed and dried.

Whether the creation process changes or not, artists need to consider the customer when designing for these new materials. “Think about who’s buying these fabrics,” George counsels, pointing out that many are not mainstream yet. “The designs may need to fit a premium market. Think more luxurious.”

Artists examine cell phone wallpapers and screensavers as a potential new category.

Some artists are weighing the pros and cons of selling or licensing their images to mobile content companies for use as cell phone wallpapers, screensavers, caller IDs, animated ringtones or e-cards. Very few have entered this new, and often challenging, category to date. But, for the right types of imagery, cell phones could be a means of raising an artist’s profile and, perhaps, generating incremental revenue.

Cell phone content company Versaly Entertainment has worked with fantasy and poster artists such as Roger Dean and Stanley Mouse, as well as several illustrators. “The first thing we look at is whether an artist creates content that’s suitable for mobile phones,” explains Matt Feldman, president. “Many artists have images that are too detailed and intricate for the small screen.” The second criterion is the demographics of the artist’s fan base. “Over 50% of mobile content is for males 18-34, so that’s a consideration,” Feldman comments. “That said, we do have niche markets.” Versaly offers sets of tween girl, Latino and religious content, for example.

At the moment, licensing or selling images for cell phones is more a matter of marketing than revenue-generation; it requires a lot of effort for a small income. “Quantity really drives revenue,” Feldman says. Versaly signs two- to three-year agreements and expects a steady stream of fresh content, not just a few images. Meanwhile, it often takes up to six months before the artists see their first share of revenue.

Joanne Olds, president of art licensing agency The Buffalo Works, did a deal for one of her artists with a French cell phone content company, 123 Multimedia (now Index Multimedia), for a half dozen images. “Everyone thinks it’s a cool thing, and it sounds cool,” she says. “But the revenue was literally a few cups of coffee. There are more tried-and-true ways to build a brand.” She believes artists who have already established a brand name have the best chance of success in this venue.

Feldman stresses being realistic about the amount of commitment and the amount of return. “If you make the decision, jump in 100%,” he advises. “But look at it as incremental revenue and not a core part of your revenue.”

Mary Engelbreit’s Beth Lauver, Barbara Martin and Pam Austin explain how blogging can enhance customer relationships.

The Mary Engelbreit Co. started a blog in 2007 under the auspices of its Mary Engelbreit Home Companion magazine division. The blog supports both the publication and the brand in general, and has brought creative and marketing benefits. Another blog, specific to Mary Engelbreit Studios (the brand’s art licensing arm), will launch next year. Beth Lauver of Mary Engelbreit Studios and Barbara Martin and Pam Austin of MEHC offer advice to artists planning their own blogs.

Why did you start your blog?
Mary Engelbreit’s Home Companion launched a blog to communicate with its audience more frequently than the bi-monthly publication, drive more traffic to homecompanionmag.com, provide supplemental content to the website, and create a true dialogue between the readers and the magazine editors, as well as among the readers.

We also wanted to join the community of creative bloggers. One of Mary’s good friends, Charlotte Lyons, has a blog and had been talking with Mary about how inspiring it was to have that kind of interaction with other creative people.


What are your objectives for the blog?
The blog was intended to increase website traffic, e-mail subscriptions, print subscriptions, and strengthen readers’ loyalty to the brand.

What are the positive results that have come from it?
Readers have been extremely active in the comments area. Initial site traffic spiked about 50% and has remained consistently above where it was prior to the blog launch. We have also seen a spike in e-mail sign-ups and subscriptions, as well as an increase in average time users spend on the site since introducing the blog.


Do you have any advice for other artists who might be thinking of starting a blog?

• Update as frequently as possible to keep people interested and coming back.
• Send alerts to let people know when a new post has been added.
• Create RSS feeds so people can subscribe to the blog.
• Promote the blog on the site itself.
• Keep some kind of schedule, but also a sense of spontaneity.

A conversational style invites more people to get involved and comment, but if you want to use a blog as a marketing tool, it should also show why you’re the expert—they’re coming to you for a reason.

SURTEX artists share their success with On the Surface!

New Kate McRostie Collections to be Launched with Certified International and CounterArt at Atlanta Market – Kate McRostie Design Works, Inc. announced today that Certified International and CounterArt will both be launching new product collections featuring the designs of Kate McRostie... (read more)

Gina Rivas Design, Inc.  Announces Masquerade Collection Debut in Spring 2008! - Gina Rivas-Velazquez is proud to announce a license agreement for her Masquerade Collection with Creative Expressions... (read more)

100% rag is Richard A Goldberg (RAG)’s line of whimsical art for everyday amusement. - RAG is happy to report that the universal appeal and versatility of his LOVEmonkey design is creating a demand that has RAG’s R & D department working overtime to fill... (read more)


Susie Studiotm Grows Up With Kid-Focused Art - Artist Susie Lee Jin has nurtured her company Susie Studio from a seedling idea into a successful art licensing business... (read more)


Tom Browning has just been commissioned by Sterling Publishers of New York to illustrate their new 2009 book titled 'The Night Before Christmas'.  Some of the new illustrations will be released in December 2007 through April 2008

We hope you enjoyed the first issue of On the Surface, presented by SURTEX, the largest trade show in North America for the selling and licensing of art & design for every product surface. SURTEX offers original art and design for sale and/or license to numerous industries: decorative fabrics, linens and domestics, contract textiles, wall coverings, floor coverings, apparel textiles, stationery, greeting cards, giftwrap and other paper products, tabletop, giftware, toys, ceramics, packaging and publishing, as well as tools for the design industry such as publications, trend services, industry organizations and more. 

Its collocation with the National Stationery Show® and ICFF® provides more design inspiration all under one roof.

For more information visit www.surtex.com or call 914-421-3200.

Galaxy of Graphics Licensing, LLC has been exhibiting at SURTEX for over five years and looks forward to the upcoming 2008 Show. The interactions and business relationships that have developed from being an exhibitor has been critical to the success and growth of its business.

New exhibitor Jamie Kalvastan will be showing his “On the Breeze” collection among others this May.

Andy Mathis Art Co. will be premiering the Winter Birds collection by Sharon Himes at SURTEX 2008. Featuring familiar backyard birds in snowy environs, these images are wonderful for winter cards and gift wares.

Soo Bloo Designs will exhibit for the first time at SURTEX 2008.
Sue Bloomenstein, graphic artist and designer, will show original designs suitable for licensing for paper goods, ceramics and fabrics.

OPR announces the new Milouket book is available for 2009. Visit the OPR web site: www.oprny.com to view pages from the book. This creative book is a great asset for design and product development plus marketing and advertising departments who need to know and understand the most influential international themes, colors and trends for interiors.

The artists of Penny Lane Publishing have developed an exciting body of Christmas artwork for the upcoming year. Continually reinventing the holiday classics, these artists have come up with many designs to compliment a multitude of products and convey just the right message this holiday season.

UK award winning water-colour artist, Sheila Gill will be returning to SURTEX 2008 to extend her licensed products range with her new seascapes and landscapes as well as new equine and hare images.

SKM Portfolio looks forward to showing more trend-forward
designs from Dorothy Reinhardt Designs, Deb Melmon Studio and
Rufkut Designs at SURTEX 2008.

FlyingArts announces the debut of the Bovinty Press card collections by Jennifer Walling, at SURTEX 2008. Interactive cards mixing monotypes, wheels and specialized brads are featured in the first collection.