1st Wikipedia draft for Dirk Marwig (Part 3)

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It was hard work because he wanted to make every piece by himself, stubborn as he was, not hiring anyone to help him. This was done in order to keep the “product” authentic and pure. It took 3 months working 15 hours a day to finish the 2 collections. They sold with success and it was then that he decided never to make this type of costume jewelry on a large scale again. It seemed that his artistic talent was being wasted on something so fleeting and frivolous as fashion. During the same time period as the jewelry, inspired by all the excitement, Dirk Marwig devised and designed together with his girlfriend a “Do it yourself T­Shirt kit which he called “U­CREATE”. It sold for $25 to many art­museum stores in the United States including the Guggenheim­ and Whitney Museum stores in New York City, the Museums of Contemporary Art in Boston, Chicago and Los Angeles including the largest toy store in New York City, F.A.O.Schwartz. See photos:

The U­CREATE box The U­CREATE logo Image taken from the Museum of Contemporary Art Chicago 1988 gift shop catalog. Painted example by Dirk Marwig

The large department store J.C. Penny offered to pay $15.000 for the ownership of the trademark and distribution of the product. Because of the product’s success in an upscale market, the little amount of money offered seemed unfair, so the young couple refused to sell. The consequence of this decision being that J.C. Penny imitated the U­CREATE, downscaling every aspect of the product, turning it into something cheap and ugly, which on top of it sold for half the price! The market was now saturated with the new cheap J.C. Penny version and with other big companies joining the party and producing horrible knock­offs. This was the absolute death sentence of the U­ Create. It was then also when Dirk Marwig realized that he was not cut out for the cutthroat rag trade.

Photograph of Dirk Marwig in his studio taken by Linda Covello in 1988 beside an untitled painting done a few years earlier.


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1st Wikipedia draft for Dirk Marwig (Part 3) by Dirk Marwig - Issuu