Back in the sping, New York Magazine's The Cut style/fashion vertical launched a line of t-shirts ripped, in part, right from the headlines—its own headlines. Now, just in time for New York Fashion Week (Sept. 6-14), The Cut is doubling down on the line and doing a street-campaign collaboration with Merch by Amazon, the print-on-demand shop that produces the $25 shirts available at The Cut Shop.
As Ad Age reported when the line first launched, The Cut's "wearable content" collection includes "recent viral headlines and timely phrases," including "What Do Jared And Ivanka Do All Day?" (the actual headline of a story that ran in March) and "Millennial Pink" (a shortened version of the "Why Millennial Pink Refuses to Go Away" headline). The line has now expanded to more than 50 options—including the recent deliciously meta addition "I Don't Know What The Cut Is," which is an actual Gwyneth Paltrow quote from a July New York Times Magazine cover story that The Cut gleefully posted about (see "Gwyneth Paltrow Doesn't Know What The Cut Is").
Starting today, street posters (see one of them below) will start appearing around lower Manhattan and Brooklyn; they'll show off various t-shirts in the line and include an Amazon SmileCode that fashionistas can snap using the camera function in the Amazon app to bring them directly to The Cut Shop. "Customers can shop new designs literally from the streets of New York using the SmileCode," says Miguel Roque of Merch by Amazon, "and make their purchase in seconds."
The next step, of course, is to put on the shirt upon arrival and take a selfie to post on Instagram (with the hashtag #TheCutShop, naturally), to bring the web-meets-IRL aspect full circle.
"When we first launched the shirts and started promoting them on our social channels," says The Cut Editor Stella Bugbee, "we didn't realize we were creating a viral campaign, but we were." She adds that seeing The Cut's sensibility get filtered and reintepreted by readers in such a tangible way has been great fun for her and rest of The Cut staff. "People really bring their own sense of humor to the shirts. We've seen a lot of men buy the 'Married Mom Looking For Men At Balthazar' shirt, for example."