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St. John's-based business teams up with artist Mike Gough to create wearable art fashion line

The owners of The shop, SALT have teamed up with artist Mike Gough to create a wearable art fashion line called SALTXMIKEGOUGH for spring. The line goes on sale Thursday night at 7 p.m. at theshopsalt.com.
The owners of The shop, SALT have teamed up with artist Mike Gough to create a wearable art fashion line called SALTXMIKEGOUGH for spring. The line goes on sale Thursday night at 7 p.m. at theshopsalt.com. - Submitted

From canvas to couture in SALTXMIKEGOUGH spring line

Ever since Italian designer Elsa Schiaperelli and Spanish artist Salvador Dali teamed up to create a silk organza lobster dress in 1937, the marriage between fashion and art has continued to flourish.

Today, major fashion labels and boutique houses the world over seek out collaborations with the creative and contemporary forces of the art world in an attempt to blend the two to the benefit of both. Fashion gets taken a little more seriously in the art world and the artist expands its audience.

A similar alliance has taken place in this province with clothing brand The Shop, SALT, joining forces with artist Mike Gouge to create a wearable art fashion line that will be launched Thursday night.

“Having Gough’s artwork on our clothing was our first true aspiration as a brand,” says SALT co-director Emily Evans.

“We imagined how incredible it would be to give people an opportunity to experience his work in a different way, seeing it come to life through fashion.”

The line, called SALTXMIKEGOUGH, features a series of Gough’s paintings on unisex t-shirts and crew neck sweaters, as well as a women’s crop top and a pencil skirt.

Gough says in creating his works, he was inspired by the brand’s philosophy, which is based on being genuine and natural.

“I drew from the salt philosophy to create a collection of images that represent the impressions our environments make on who we are — how they help shape our identity,” says Gough, a native of Corner Brook who obtained a master of art in fine art from Central Saint Martins in London after completing his bachelor at Sir Wilfred Grenfell College in his hometown. 

“Using universal symbols, I hoped to build a relationship between figure and landscape and show the strength in that connection.”

SALT co-director Lauren Saunders says enabling Gough’s craft was a rewarding experience for she and Evans.

Both of us feel that it’s been the most fulfilling project that the brand has taken on so far.”

Gough, meanwhile, calls the experience positive and organic and lauds Evans and Saunders’ vision and passion.

“Working together I saw the care and consideration they put into their brand and

I deeply appreciate the respect and admiration they have for other artists and the arts community.”

The limited quantity collection goes live on theshopsalt.com Thursday at 7 p.m. Newfoundland time. For a preview of some of the pieces, check out The Shop, Salt on Facebook and Instagram.

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