Bad Monday
In May 2022, I launched what was meant to be a short-term collaboration with Bad Monday Apparel, one of the UK’s leading alternative clothing brands. Known for their tattoo-inspired designs and boasting a colossal online following of over 420,000, Bad Monday seemed like the perfect partner to help me introduce my fledgling brand, Disaster Inc., to a wider audience.
The plan was simple: a month-long promotion featuring reimagined versions of Bad Monday’s bestsellers, all given a fresh twist in my unique art style. However, what started as a modest project quickly evolved into something much bigger. I had known the team at Bad Monday for years, having crossed paths during my time with Abandon Ship. As peers in the alternative fashion scene, we often shared stories of the industry’s highs and lows. When I transitioned to freelance work in early 2022, the opportunity arose to collaborate with them under the Disaster Inc. banner. Bad Monday’s business model, centred on Direct-to-Garment (DTG) printing, offered exciting creative possibilities. Unlike traditional screen printing, DTG allowed for multiple colours, intricate details, and the freedom to experiment without the risks of holding stock. For a designer, it’s a dream scenario. I created a series of designs based on their most popular past releases, reimagining them in my own style. This included a collage-inspired logo for the collection, adding a fresh visual identity to the collaboration. The launch campaign featured a photoshoot in Margate and rolled out through Instagram with collaborative posts and viral marketing.
What I initially saw as a month-long project to boost Disaster Inc.’s reach quickly turned into something far more significant. The collection performed so well that it was extended for a second month, then a third. Soon, I was asked to continue designing for Bad Monday, with a profit-sharing agreement giving me 20% of the profit generated by my designs. This structure allowed me to focus on creating without the logistical pressures of managing production or inventory. Over the past 20 months, I’ve worked on multiple collections, including themed drops for Mother’s Day, Valentine’s Day, and even Star Wars-inspired May the 4th designs. Working with Bad Monday has been both a return to familiar ground and an opportunity to push creative boundaries. Having spent years in the alternative apparel scene, I knew the audience and aesthetic, but DTG printing opened up new possibilities. I could experiment with colour palettes and intricate details that wouldn’t have been feasible with screen printing, adding depth and vibrancy to each design.
To date, this collaboration has conservatively generated around £9,000 per month in revenue, contributing over £70,000 in profit for Bad Monday. Beyond the numbers, the partnership has significantly boosted online engagement, reaching a broader audience while strengthening my creative portfolio. For me, this collaboration was more than just a financial success—it was a chance to blend creative freedom with strategic partnership. It’s a testament to the power of good design, mutual respect, and the ability to adapt in a rapidly evolving industry. What started as a single collection has become a cornerstone of my work with Disaster Inc., and I can’t wait to see where this partnership takes us next.
