Created in 2004 as an alternative business model to traditional fashion lines, Blood is the New Black sought to propel the careers of emerging artists and support the underground community, all while creating wearable, stylish clothes with a point of view. I worked with every artist to open up their unique vision to fans of both fashion and the arts who might not otherwise be exposed to their work. This was accomplished in a number of ways:
- Allowing artists total creative freedom to design their tees however they want, right down to the tag that bears their name.
- Directing a portion of sale of each shirt right back to the person that designed it.
- Exploring various printing and dyeing techniques in order to fully accommodate the range of styles and mediums that the artists engage in. 

From illustrators and photographers, to sculptors and writers, the unique works featured on the soft, well-fitted tees cover the gamut of design trends and were sold in stores all over the globe like Colette, Isetan, Urban Outfitters, Nordstrom, Zumiez, Pacific Sunwear, ASOS, among others.

Artists under the umbrella include but are not limited to Todd Tourso (Beyonce's Creative Director), Cali DeWitt (Kanye West Pablo tour), Lisa Hanawalt (Bojack Horseman), Pamela Love (CFDA award winner), among over a hundred others.

"Founder Mitra Khayyam was one of the pioneers of using artists' work on T-shirts, before big brands such as RVCA and Quiksilver got in on the game." - Los Angeles Times