T-shirt maker Threadless has inked a deal with Walt Disney Co. in what the company hopes will be the first of many media partnerships.
Threadless, a division of Chicago-based SkinnyCorp LLC, is working with Walt Disney's motion picture unit to promote its movie "Tron: Legacy," to be released in December.
Tom Ryan, Threadless CEO, said the deal marks the company's "first step in working with the entertainment industry."
The Disney partnership builds on Threadless' crowdsource model in which people submit T-shirt designs that are voted on by visitors to Threadless.com. The most popular design — in this case, it must incorporate the theme of the movie, a sequel to the 1982 science fiction film — gets printed on a T-shirt that is then sold in limited quantities.
Threadless winners usually get a $2,000 cash prize, but the "Tron" winner will get $3,000.
Mr. Ryan declined to provide specifics of the partnership, including any financial terms, but said that his company was "looking to do this with Disney going forward on a regular basis."
Threadless began taking submissions last week and will continue to until Oct. 17.
It's been a busy year for 10-year-old Threadless, which has expanded its reach by teaming up with a number of companies. This summer, it agreed to design laptop lids for tech giant Dell Inc. and flip flops for shoemaker Havaianas. It recently launched a premium clothing line, with items costing $35 to $40, a higher price point than the typical $18 T-shirt it is known for.
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