For its new S/S 10 collection Mads Norgaard has launched a new T-shirt project called “Random Poetry.” The project is all about the partnership between the label and various artists that have each contributed quotes to be reproduced on T-shirts. Quotes were sourced from a song, poem, film, book or proverb. Olafur Eliasson, the Danish-Icelandic artist, for example took the words of the American dancer, choreographer and filmmaker Yvonne Rainer “Feelings are Facts.” The artists were personally chosen by Mads Norgaard who acknowledges each artist on the back of each shirt. “Random Poetry” will make its debut on t-shirts from the men’s collection first, but plans are afoot to adapt the idea to womenswear.

—Helena Sauer