Do you ever wonder what might have been if some of the world’s most infamous figures had been alive today? Imagine if William the Conqueror had an AK47. Think of the great things Archimedes could of achieved with a calculator. What if Pablo Picasso had a Macbook and PaintShop Pro at his disposal? Difficult to contemplate, but the closest we’ll come to an answer in regards to the latter is the works of Félix Major et al.

Based in Montreal (the home of Ahoodie), Major aims to display creativity and inspiration in his fashion, collaborating with many artists in the process. Instead of using canvas, each piece is printed on t-shirts made from organic cotton using non-toxic inks, turning the consumer into a living, breathing art gallery. In return for their work each artist is given a percentage of the sales from their specific item of clothing, meaning the more impressive the design, the more likely they are to succeed monetary-wise. But of course the label isn’t about being a faceless, cash grabbing corporation. Major is a self confessed perfectionist, conducting quality control on every item to ensure not a single bit of clothing falls below his high standards. In a time where mass production rules supreme, this sort of dedication is more than admirable.

He has also followed in the footsteps of other successful fashion brands by releasing his collections in limited numbers, a stalwart marketing tactic proving that less is often more. Also, as of 2012 the brand will be donating 1% of their sales profits to non-profit organisations.

You don’t have to be an art connoisseur to dig Major’s work, with some instantly recognisable imagery on display many will be left scratching their heads trying to remember where they know it from. I may not be a frequent gallery-goer myself, but the likes of Dali and Magritte appear to be amongst the influences on show.

But hey, what do I know? Make your own mind up by visiting FelixMajor.com

Here’s a small sample of his work to wet your appetite;

« Futuristic, Ecological, Artistic, guided by passion but also obsessed with perfection. The company is in my image. » Félix