Ever Founder Melds Charity and Art for New Project

A vagabond himself, Ever founder Jason Bleick gravitated to Dan Eldon, a young photojournalist, humanitarian and traveler who was killed in 1993 during a violent protest in Somalia. In 1997, Eldon’s family and Chronicle Books published “The Journey Is the Destination: The Journals of Dan Eldon,” a compilation of Eldon’s personal photographs, collage art and journal musings. That book was Bleick’s introduction to Eldon and served as a long-time source of inspiration. “It is one of the few books I always keep around and revisit again and again,” Bleick said. Eldon’s humanitarian spirit also inspired Bleick. “I’ve always wanted to get involved with a good cause but just have never done it.”

This made the phone call he received from Kathy Eldon, Dan’s mother, so intriguing. The Dan Eldon Foundation, which was started by Eldon’s family to support and educate “creative activists” who use media and the arts to create positive change, was in the market for a creative director to help launch a new apparel venture. Bleick, of course, signed on. “I’ve been a fan of his work forever. I had to do it,” he said.

The Dan Eldon Project, a collection of high-end T-shirts for men and women designed by Bleick, debuts for Fall 2010. The collection features Eldon’s art, and all proceeds will benefit the Dan Eldon Foundation. Made in Los Angeles, the T-shirts will launch with very limited distribution. “We’re shooting for the top 20 to 25 stores in the country, with some international distribution,” Bleick said.

The collection features two silhouettes for guys and one oversize silhouette for women. Wholesaling for approximately $30, the T-shirts will retail in stores such as Fred Segal, American Rag, Barneys New York, Barneys Japan and Confederacy. Specialty retailers are key to the success of the Dan Eldon Project, Bleick said “These retailers understand the project, and they want to be involved,” he said. “Their [shoppers] are the ones with the disposable income, and their staff are able to educate [shoppers] about the brand.” Each T-shirt will include an educational hangtag about Eldon and the work of the Dan Eldon Foundation. Strung through the hangtags will be beaded bracelets. “They’re like a badge or symbol that you’ve helped,” Bleick said. “We hope to eventually see a ton of people walking around with beaded bracelets on.”

Bleick, who has access to approximately 37,000 images of Eldon’s art and photography, said designing the collection is both a challenge and an inspiration. “Dan’s art lends itself to T-shirt graphics very well. My job is to choose the right images,” he said. Some of Eldon’s art and photos are youthful and playful—perfect fodder for T-shirts. But some of them are darker and more controversial—one photo depicts an infamous killer, others show famine, death and war. Finding the balance can be difficult but speaks to the allure of Eldon’s story. “My job and responsibility is to educate. Dan is an inspiration for all of us to be creative activists, and through the Dan Eldon Project, people can support that cause,” Bleick said. Going forward, Bleick will produce four seasons of T-shirts per year and could grow the collection to include items such as hoodies, sweatshirts and long-sleeve T-shirts. Collaborations are also in the works, with an Ever x Dan Eldon Project collaboration set to debut in August at the Ever store on Melrose Boulevard in Los Angeles. Another project, which is still under wraps, will pair the Dan Eldon Project with a well-known charity-based fashion company for the Spring 2011 season.