Since January 2010 the head office of 5preview is in Stockholm, Sweden. Emeli Mårtensson, printdesigner and illustrator, worked since many years as a designer for a big italian maison but got tired of this and started to print T-shirts at home to sell on Myspace. The idea behind 5preview are big bold black prints on white high quality T-shirts (or vice versa).

The inspiration comes from music, graphic art such as Russian constructivists and vintage political posters and an ironic playing with logotypes and stereotypes. Everything is reflected and turned upside-down, what catches your eye and makes you react.

5preview is sold in exclusive boutiques all over the world (Tokyo, Copenhagen, Milan, London, New York, Berlin…) and has been seen in a lot of well known magazine such as Vogue (Claudia Schiffer), Muse Magazine (Natasha Poly), Dazed and Confused, Metal and Vanity Fair.