Jennifer Lopez Is in the T-Shirt Business

1:30 PM, August 15 2012

By Alison Syrett

Between the Olsen-approved knits at Stylemint and Everlane's affordable range of basics, the internet is full of T-shirt sites with a social media tie-in. New e-tailer Teeology.com, however, is taking that customer interaction to an entirely new level. Instead of just giving shoppers the option to tweet, pin and like their favorite styles, the members-only company actually allows people to pick which tees get made.

Founded by Jennifer Lopez—along with entrepreneur Erica Zohar and Peter Kim, the man who started Hudson jeans—the online shop introduces new men's and women's designs daily. The looks are all categorized by themes like "horse play" (equestrian-inspired tops) or "miss america" (lots of red, white and blue) and users can vote on their favorites in each section. (Unlike Threadless, which also relies on votes to produce specific t-shirt designs, the looks on Teeology are created by an in-house team, not by users.) This votes are cast through Facebook, Pinterest, Twitter or, to have a more powerful say, by pre-ordering the piece. (Of course, if someone's choice doesn't win, their card isn't charged.) The most popular pick is produced in a one-time-only, limited edition run. Things sells out really fast, so it's best to order your favorites quickly. Also, to accompany its constantly changing stock, the e-boutique carries permanent selection of "premium basics"—crew, scoop and v-necks in neutral colors.

Check out the main line and some of the winning designs, available to purchase on the website now. Then visit Teeology.com to join and vote on the next batch.