I admire independent brands that “get it” and Atlanta’s Esperanza seems to be one of those companies. ESP-ATL recently released two limited edition tee shirt designs to coincide with Creative Loafing of Atlanta’s new website design overhaul. On the surface it just looks like a run of the mill collaboration, but to me, I saw an independent brand getting the chance to work with a well known (and non-competing) company that was already advertising to Esperanza’s target demographic and giving them the opportunity to make money at the same time. It’s a win-win in my book.

But…

They did two shirts. Most of the time collaborations consist of one item, not two. Also, these designs screamed “Esperanza” more than”Creative Loafing” which means this may have been more than just some simple commission.

My assumption that the relationship between Creative Loafing Atlanta and Esperanza was more than just a “good look” was confirmed after my conversation with Esperanza’s business manager, Daniel Barbalho. For Daniel, it’s not just about trying to get their name out–they actually enjoy working with the CL-ATL crew and over time have developed more than just a working relationship. In fact, the fellas from Esperanza were given free range to develop the tee shirt pictured above any way they saw fit, not just because ESP-ATL can design dope products, but because the staff at Creative Loafing Atlanta has a huge amount of trust and respect in Esperanza’s abilities. A feeling that is definitely mutual.

“They [Creative Loafing Atlanta] are the second largest publication in Atlanta behind the AJC [Atlanta Journal Constitution] so it’s good for business but we actually LIKE working with them. We’re at their office almost once a week now…they asked us to critique some of their new design ideas…we’ve been in their board room, in meetings. We talk to the head design guy all the time.”

So like I said, this isn’t some “one time deal”. These shirts actually signify much more than a successful and progressive independent brand/design firm making tee shirts for one of the largest publications in the state of Georgia, it represents the start of a beautiful friendship and the possibilities of things to come.