Detroit-Themed T-Shirt Designer’s Work Spotlighted in Eminem’s New “Beautiful” Video

Can you imagine what it would be like to have one of the world’s foremost rap artists appear on his highly-anticipated video release wearing a t-shirt that you designed?! It happened earlier this week to Kit and Harriet Kirshman, co-owners of Detroit Industrial Gear in Oakland County, MI. End Quote

Detroit, MI (1888PressRelease) July 16, 2009 - The local t-shirt company who’s concept began as an expression of the city’s feisty, working-class reputation, was established in 2005 by the Kirshmans. Kit's concepts became a collection of original designs for their Detroit-themed t-shirt company, which he named “Detroit Industrial Gear,” aka D.I.G (www.detroitindustrialgear.com).

Harriet, with her strong marketing background, placed the product in a local specialty shop, supervising website marketing and exhibiting at all the best shows, including Detroit’s pinnacle, the 2006 Super Bowl XL

When their exclusive retailer, Chaud Jeans in Royal Oak, alerted the Kirshmans that “Eminem’s people” were looking for Detroit-themed merchandise for an upcoming video shoot, they made sure the shop was well-stocked with their merchandise, and didn't think much more about it.

Fast forward to last Monday night when Harriet logged onto Facebook and saw a friend’s posting of the Eminem video. Sure enough, there was Eminem performing “Beautiful” and wearing one of their D.I.G. t-shirts! That's when the calls, emails, congratulatory notes and fun began!

“We just wanted to create cool shirt and cap designs that people would be proud to wear. We’re not the first Detroit-branded t-shirt company and I know we won’t be the last. There are other great Detroit-themed t-shirt companies and we’re proud to be among them. To watch one of the biggest stars of all time wear our gear is just an unbelievable honor,” said co-founder Harriet Kirshman, who was careful to explain that Eminem’s choice did not imply endorsement.

What’s next for the Kirshmans? “Our short term goal is to continue doing what we’ve been doing, and what seems to be working.” Kit is working on a new collection of designs; Harriet continues to manage the marketing details. “Even though we know people are attracted to the designs, we also want to continue to produce Detroit-branded products of such good quality that people will enjoy wearing them for many years to come. Our long term goal is to open a store front in Detroit and the surrounding areas to showcase our merchandise.”

By day, Kit is a Developer in IT at First American Title in Troy, and Harriet is a Product Manager at McKesson Pharmacy Systems in Livonia.

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