Gold Coaster Carly Snodgrass has launched a new brand with a simple mission – to promote the Gold Coast and the amazing local artists that call the city home.
The Undercurrent, which produces unique t-shirts, was born from a desire to flaunt the Gold Coast through the eyes of locals.
Featuring only local Gold Coast artists who share in a passion for this city’s unique culture, The Undercurrent offers creatives the opportunity to create projects on their home turf.
Snodgrass says the business idea started during her travels overseas.
“I’m a sucker for local art,” she says.
“It’s a great way to bring back a little piece of my holiday, what’s not so great is trying to get a framed piece of artwork or ceramic item back on the plane. However, what is easy to pack are clothes.
“I started bringing back t-shirts from my trips that had been designed by local artists of cities I visited. While it’s not really a concept, it’s a cooler souvenir than a snow globe, it keeps artists employed and gives me the opportunity to be a walking talking billboard.”
Snodgrass says The Undercurrent’s name is two-fold; a nod to the city’s thriving surf culture, and an unveiling of the side of the Gold Coast that may not be common knowledge, but definitely should be.
The business launched nearly two months ago and says the city has been really supportive of the brand.
“Originally we were meant to be a brand for visitors, but many of our buyers have been local, which has been great to see,” says Snodgrass.
“To date, sales have only been available via our website, so our next stage is to get our shirts into local boutiques that fit our brand ethos. Watch this space.”
Snodgrass completed her university studies on the Gold Coast and worked in advertising agencies in London before she says the sun and relaxed vibe of the Gold Coast beckoned her home.
She also added the city is a great destination for entrepreneurs.
“The Gold Coast is a fantastic place to start a business,” she says.
“The city is full of entrepreneurs. It is small enough for businesses not to be lost in the mix but big enough for the community at large to support them. You can have a fantastic work life balance here too.”
Snodgrass is also the Managing Editor of the Gold Coast Tourist Magazine, and says her passion has always been to sell the Gold Coast to the world.
“The Undercurrent is just another extension of promoting my hometown in a unique and interesting way,” she says.
While it is early days, Snodgrass has a clear vision for her new business and the city.
“I’d love for the creative scene on the Gold Coast to grow,” she says.
“There are many fantastic artists from this area who do not have many opportunities. It would be great to have our artists stay and be successful on the Gold Coast. The whole community would benefit.”
The Undercurrent has also linked up with Surf Life Saving Queensland (SLSQ), donating $2 from every shirt sold to the organisation.