License This! winner creates licensed product for U.K. retailer, HMV.

License Global

June 27, 2022

1 Min Read
"Tea for Tattoo" designs.
"Tea for Tattoo" designs.Sophie Jonas-Hill

After winning License This! at BLE 2021 for her brand concept, “Tea for Tattoo,” illustrator, 

Sophie Jonas-Hill, has been working with one of the judging panel judges, Phil King, from Trade Mark Products, on a range of T-shirt designs branded as “Dead Time Stories.” Phil saw Sophie’s work at the live final at the ExCeL center. 

“What struck straight away on the graphics, not only the detail and how I felt they are on trend to what is happening in our market sector, but also the versatility and how they could be successfully applied to various product categories,” says King. “Seeing what was happening and working well in HMV it seemed a natural fit to contact Sophie and see if we could represent the brand on apparel and take designs to market.” 

Inspired by a range of horoscope avatars Sophie had drawn, and her work for the Tomorrow’s Ghosts Festival, Phil asked her to devise a new range aimed at the alternative music crowd. Looking for iconic characters to subvert in her dark, hand-drawn style, Sophie hit upon classic fairytale characters, giving each a darkly humorous twist. 

“From the offset, the reaction [at HMV] was as we had expected; they loved the ideas and graphics, and felt it fitted perfectly for the direction of the stores,” says King. “The designs could naturally expand and adapt as trends change, they felt this could be one that can keep working into the future and expand into further product categories.” 

Dead Time Stories, under Sophie’s apparel design label, The House of Inky Moon, will be launched in 30 HMV stories by the start of July. 

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