The Dutch photographer Matthias Vriens has a worldwide reputation that exceeds most men of his generation and profession, because when it comes to fashion Vriens is THE man. Besides having shot editorials -ranging from sexy to outrageous- for Another Magazine, Men’s Vogue, Vanity Fair, Rolling Stone, New York Times Magazine, Vogue Homme, Numéro, Japanese Vogue, Russian Vogue, GQ, Pop, V Magazine, Interview and Details, he has done ad campaigns for a lot of big clients, and he has been the Editor-in-Chief of the infamous Dutch Magazine, Creative Director of Giorgio Armani and Senior Art Director at Gucci Group.

So what does a man with that resume do? He sets up a t-shirt line together with his husband Donovan McGrath (they go as Vriens-McGrath) and sells it on one of the most obscure websitess I have seen in a long while. Sounds simple and looks like loads of fun.

Long before its launch in May 2011, the site BL33N.com attracted thousands of visitors with the blunt teaser of naked people sporting the BL33N logo. BL33N features limited edition unisex shirts, with a wink to the contemporary art world. The first collection revolves around the body and features hair printed on the shoulders and back printed in silver foil and red or black latex. The collection includes shirts with naughty logo placement and poetry inspired by the body longing. In the Monster series the print is on the inside, so that when you pull the T-Shirts over your head a monster mask comes exactly over your head.

According to different interviews and the incredibly incomprehensible ‘about text’ on their website, Matthias and Donovan want to promote freedom: “Freedom is something we take for granted and not available to all of us. Such an abstract, intellectual property, yet essential for all. We would like to promote freedom for all and with bl33n we intend to do just that. Part of our profit will go to promote freedom.”

visit the website:
BL33N