You might know the progressive record label MODULAR as the legal owners of some of your favourite bands like Cut Copy, The Presets, Ladyhawke, New Young Pony Club, or Van She. I was really intrigued by their latest marketing campaign for their new t-shirts.

I know that masked DJs were big in 2k8.1, but are they really a significant enough demographic to dedicate a high-quality press photo to? If DJs wear a mask for too long, will it take over their bodies? Is this what happened to Daft Punk?

I think these photos might be a statement about the way America treats prisoners of the war on terror.

It might actually be a good business practice to take away attention from a model's alt presence while they are wearing your product. For example, there is the classic Dim Mak collection photo with a kutie who other girls might be jealous of and a kreepie in the background who might not be edgy enough to encourage bros to buy the shirts.

Do u think these models wear the shuttershade shirts when they go out with groups of their closest friends?

Overall, I'd say the trashbag-skinned Modular photos might be a design & marketing success. While part of me feels bad for the model who can't breathe, I'm glad I can just focus on the t-shirt and not some alt who has a deep gaze into the distance.

Buy/Info About these kute shirts
http://www.modularpeople.com/blog/?p=183