08 Sub-Brand / Experimental Arm

INCUBATOR

What is the Incubator?

The Incubator is an invention of multi-media artist and art director, Anthony Cooper, founder of the Have A Nice Day brands. Having collaborated with many artists over the years, he wanted to help create graphic superstars, rather than the brands stealing all the limelight — after realising that streetwear brands change hands for a small fortune, with often no nod or reward to the artists who helped create them.

Enter The Lab
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The Submission Process

Submit your designs.

Artists or new brands are offered the monthly opportunity to digitally submit a biog and links to your social media and between 4 to 8 designs, which will be available across 4 garments — T-shirts, Long Sleeve Tees, Sweats and Hoodies — in 4 colours of your choice!

The only condition of a submission is having 50 followers! The month's winner designs will be uploaded the following month and given 100 days to sell 100 garments. This submission process will be available by country or territory, making the process local to each market.

The first 10 brand submissions will have the opportunity to have a 30 min WhatsApp video call with an art director, should they want to discuss their product. Submissions will be closed for the month after the first 10 brands have been submitted — so what are you waiting for?

Challenge100 Sales in 100 Days
Royalty5% of Net Sale
GarmentsTees · Longsleeves · Sweats · Hoodies
Submit Torobert@dreadyoriginal.com
Benefits & Rewards

Incubator rewards.

🏷️

Printed Neck Label

Each new brand will come with a printed Incubator neck label, making it a potentially collectible — and of course a Limited Edition / Investment.

5% Royalty

💰

For each shirt sold, you will receive a 5% royalty of the net sale, i.e. after VAT or the equivalent local tax.

🚀

100 Days / 100 Sales

If after 100 days, 100 shirts have been sold you will have the option of remaining on the site, on a non-exclusive basis, as a fully fledged brand, with the full range of garments, stickers etc — now upgraded to our standard 10% of the net royalty.

🤝

Partnerships

If it is a partnership, the artist will get 2% and the partners the 8% balance — if they so choose. This enables the artist royalty to be split between artists, enabling collaborations on new brands and ideas!

STICKER OPTION

If you would like to invest in 30 A5 custom sticker sheets @ £60 + P&P (which works out at £2 a sheet, Recommended Retail Price £5), we will not only offer them for sale on the site as part of your offering, but also supply a free sheet at our own expense, with each and every purchase made — thereby helping spread the word!

Incubator No.1

DIVERGENT

Introducing Phillip Long
@divergentoriginal

About Phillip Long — Founder of Nagual Creations. Phillip Long is a British artist whose career began in the early 1990s at the heart of London's underground rave scene. Through his visionary project, Nagual Creations, he pioneered large-scale, immersive artworks that brought a new level of depth and atmosphere to music and multimedia events across the world — from iconic London clubs to mountaintops in Japan and deserts in South Africa.

Though the setting has shifted from dance floors to living rooms and galleries, Phillip's work still offers an invitation into an otherworldly, immersive experience — one where imagination and emotion meet in rich visual form. Phillip also spent 5 years as an art director for a London marketing agency, where he honed his skills in graphic design, which he now teaches part time at Far Skate Foundation in Whitstable.

Want to submit your designs? Send your biog, social media links and 4–8 designs to: robert@dreadyoriginal.com

Finally, if you are a fan of the Incubator concept and logo, please feel free to purchase an Incubator branded shirt!

VIEW ALL INCUBATOR PRODUCTS →
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Think different.
Wear different.

The Incubator is always looking for collaborators, artists, and divergent thinkers. If you've got an idea that doesn't fit anywhere else — it fits here.

Get In Touch → Browse All Brands