Why we’re working with illustrators (not AI)

If you’ve spent any time online recently, you’ve probably noticed just how quickly AI-generated artwork is popping up. Posters, logos, mock album covers — all created in seconds with the help of prompts and algorithms. It’s clever, sure. But something about it just doesn’t sit quite right.

There’s a growing unease about it in creative circles, too. And not just because illustrators are worried about their jobs. It’s more about what’s being lost in the rush. The quirks. The flaws. The emotional fingerprints that come with something made by hand — or by eye, or by gut instinct. AI can generate images, but it can’t create meaning. Not the kind that really sticks.

That’s why, when we started thinking about what Know Wear might be, we knew one thing straight away: we wanted to work with real creatives. Real illustrators with real perspectives. Not just because it felt right ethically, but because it felt right creatively.

There’s something powerful about wearable art — especially when it’s attached to a personal story. When you buy a cap that features someone’s work, you’re not just wearing an image. You’re carrying a piece of someone’s thinking. Their values. Their style. Their expression.

We’re not trying to make political statements, and we’re not anti-technology. But we do believe that in an age of fast everything, the slower, more thoughtful way still has a place. And we want to help create space for that.

We’re starting by working with a small group of illustrators we admire — many of whom are early in their careers or trying to build a platform for themselves in a crowded creative industry. Some of them are well-established in their own niche. Some are just getting going. But all of them have a clear voice in their work — and that’s what matters.

Once the designs are finalised and we get to the stage of selling caps, each illustrator will receive 25% of the revenue from every cap sold that features their design. That’s not a one-time payment. It’s ongoing. We want this to be a proper creative partnership — where illustrators feel valued, credited, and fairly compensated for their contribution.

We’re also hoping to build something a little broader than just a product line. Over time, we’d like Know Wear to become a place where artists can connect with each other, share ideas, and reach new audiences — whether that’s online or through events and exhibitions.

Of course, we’re not the only ones doing this. There are lots of brilliant projects out there supporting creative talent in ethical and engaging ways. But we’re trying to add to that conversation, in our own way.

We don’t have a big factory. We don’t have major funding. And right now, we don’t even have caps to sell. But we do have a strong sense of why we’re doing this — and who we want to do it with.

If nothing else, this is our way of saying: we believe illustration still matters. We believe in voices, not just visuals. And we believe that when you put human creativity at the centre of your work, something good usually follows.