I ka makahiki 2017, he ʻekolu kanaka i hoʻokumu ʻia ʻo Austin a me ka hui hoʻokele i kapa ʻia ʻo Exurbia Films i manaʻo i ka hoʻokele kuleana no ka 1974 cult horror classic The Texas Chainsaw Massacre.

"ʻO kaʻu hana ke lawe iā mākou i Chainsaw 2.0," wahi a Pat Cassidy, kahi mea hana a me Exurbia."He hana maikaʻi loa nā kāne mua i ka mālama ʻana i nā kuleana akā ʻaʻole mai ka hanauna pūnaewele.ʻAʻohe o lākou Facebook.

He maka ʻo Exurbia e hoʻomohala i ka franchise a i ka makahiki 2018 ua loaʻa i nā kuʻikahi no kahi moʻolelo TV a me kekahi mau kiʻiʻoniʻoni e pili ana i ka kiʻiʻoniʻoni kumu, nā mea āpau i ka hoʻomohala ʻana me nā kiʻi ʻo Legendary.Ke hoʻomohala nei hoʻi ia i nā moʻolelo kiʻi kiʻi Texas Chainsaw Massacre, ka ʻai barbecue, a me nā huahana ʻike e like me nā lumi pakele a me nā hale haunted.

Ua ʻoi aku ka paʻakikī o ka hana ʻē aʻe a Exurbia: ka lawelawe ʻana i nā hōʻailona Chainsaw a me nā kuleana kope, me ke poʻo inoa o ke kiʻiʻoniʻoni, nā kiʻi, a me nā kuleana o kāna mea hōʻailona hōʻailona, ​​​​Leatherface.

ʻO David Imhoff, ka mea ʻoihana ʻoihana, nāna i hoʻopaʻa i nā ʻaelike laikini Chainsaw ma ka inoa o ka mea kākau kiʻiʻoniʻoni, ʻo Kim Henkel, a me nā mea ʻē aʻe mai ka makahiki 1990, ua haʻi aku iā Cassidy a me kekahi ʻelele Exurbia, ʻo Daniel Sahad, e mākaukau no ke kahe ʻana o nā mea hoʻopunipuni."He hōʻailona ia he kaulana ʻoe," wahi a Imhoff ma kahi ninaninau.

Ua kuhikuhi ʻo Imhoff iā Exurbia i nā kanaka nunui ecommerce e like me Etsy, eBay, a me Amazon, kahi i kūʻai aku ai nā mea kūʻai kūʻokoʻa i nā mea Chainsaw i ʻae ʻole ʻia.Pono nā brands e hoʻokō i kā lākou mau hōʻailona, ​​​​no laila ua hoʻolaʻa ʻo Sahad i ka hapa nui o kona manawa i kahi hana i hāʻawi pinepine ʻia e nā keʻena nui i nā hui loio: ʻimi a hōʻike i nā knockoffs.Ua hoʻouna aku ʻo Exurbia ma mua o 50 mau leka me eBay, ʻoi aku ma mua o 75 me Amazon, a ʻoi aku ma mua o 500 me Etsy, e noi ana i nā pūnaewele e wehe i nā mea i hōʻino i nā hōʻailona Chainsaw.Ua wehe nā pūnaewele i nā mea hewa i loko o hoʻokahi pule a i ʻole;akā inā i ʻike ʻia kahi hoʻolālā hoʻopunipuni ʻē aʻe, pono e ʻimi ʻo Exurbia, palapala, a waiho i kahi leka hou.

Ua hoʻolaha pū ʻo Imhoff iā Cassidy lāua ʻo Sahad i kahi inoa ʻike ʻole ʻia: kahi hui Australia i kapa ʻia ʻo Redbubble, kahi i waiho ai i nā leka hoʻopiʻi i kekahi manawa ma ka inoa o Chainsaw e hoʻomaka ana i ka makahiki 2013. Ma hope o ka manawa, ua piʻi aʻe ka pilikia: Ua hoʻouna ʻo Sahad i 649 mau leka hoʻopau iā Redbubble a me kāna hui. ʻO Teepublic i ka makahiki 2019. Ua wehe nā pūnaewele i nā mea, akā ua ʻike ʻia nā mea hou.

A laila, i ʻAukake, me ka hele ʻana mai o Halloween—ʻo ke kau Kalikimaka no nā hale kūʻai weliweli—ua leka nā hoaaloha iā Cassidy, e haʻi ana iā ia ua ʻike lākou i kahi nalu o nā hoʻolālā Chainsaw hou e kūʻai aku ma ka pūnaewele, i kūʻai nui ʻia ma o nā hoʻolaha Facebook a me Instagram.

Hoʻokahi hoʻolaha i alakaʻi iā Cassidy i kahi pūnaewele i kapa ʻia ʻo Dzeetee.com, āna i ʻimi ai i kahi hui āna i lohe ʻole ai, ʻo TeeChip.Ua ʻimi ʻo ia i nā hoʻolaha hou aku i nā pūnaewele ʻē aʻe e kūʻai aku ana i nā mea Chainsaw laikini ʻole, pili pū me TeeChip.I loko o nā pule, ʻōlelo ʻo Cassidy, ua ʻike ʻo ia i kekahi mau hui like, e kākoʻo ana kēlā me kēia i nā haneli, haneli, a i kekahi manawa he mau kaukani hale kūʻai.ʻO nā pou a me nā hoʻolaha mai nā hui Facebook i hoʻopili ʻia i kēia mau ʻoihana ke kūʻai aku nei i ka knockoff Chainsaw merch.

Pīhoihoi ʻo Cassidy."Ua ʻoi aku ka nui ma mua o kā mākou i manaʻo ai," wahi āna.“ʻAʻole kēia he 10 mau pūnaewele.He tausani o lakou.(He mau hoaaloha ʻo Cassidy a me ka mea kākau no 20 mau makahiki.)

ʻIke ʻia nā ʻoihana e like me TeeChip he mau hale kūʻai paʻi ma ke koi.Hāʻawi lākou i nā mea hoʻohana e hoʻouka a kūʻai aku i nā hoʻolālā;ke kau ka mea kūʻai i kahi kauoha—e ʻōlelo, no ka pālule—na ka hui e hoʻonohonoho i ke paʻi ʻana, hana pinepine ʻia i loko o ka hale, a hoʻouna ʻia ka mea i ka mea kūʻai.Hāʻawi ka ʻenehana i kekahi me ka manaʻo a me ka pili pūnaewele i ka hiki ke hoʻolilo i kā lākou hana hana a hoʻomaka i kahi laina kūʻai honua me ka ʻole o ke poʻo, ʻaʻohe waihona, a ʻaʻohe pilikia.

Eia ka ʻōpala: Ua ʻōlelo ka poʻe nona nā kuleana kope a me nā hōʻailona kālepa ma ka ʻae ʻana i kekahi e hoʻouka i kekahi hoʻolālā, ʻoi aku ka maʻalahi o nā ʻoihana paʻi i ka noi ʻana i kā lākou kuleana waiwai naʻauao.Ua ʻōlelo lākou ua ʻoki ʻia nā hale kūʻai paʻi ma ke koi ʻana i nā ʻumi, a he mau haneli paha, o nā miliona o ka makahiki i ke kūʻai ʻole ʻia ʻana, me ka hiki ʻole ke hoʻokō i ka mana i ka hoʻohana ʻia ʻana o kā lākou waiwai a i ʻole ka mea e loaʻa kālā mai ia mea.

ʻO ka ulu pahū o ka ʻenehana paʻi-ma-koi ke kūʻē mālie nei i nā kānāwai he ʻumi makahiki e hoʻokele nei i ka hoʻohana ʻana i ka waiwai naʻauao ma ka pūnaewele.ʻO ke kānāwai o ka makahiki 1998 i kapa ʻia ʻo Digital Millennium Copyright Act (DMCA) e pale ana i nā paepae pūnaewele mai ke kuleana no ka hōʻino kope kope no ka hoʻokipa wale ʻana i nā ʻike kikohoʻe i hoʻoili ʻia e ka mea hoʻohana.ʻO ia hoʻi, pono nā mea kuleana e noi i nā paepae e wehe i kēlā me kēia mea a lākou e manaʻoʻiʻo ai he hewa i kā lākou waiwai naʻauao.Eia kekahi, hoʻololi pinepine nā ʻoihana paʻi-i-koi-a kōkua paha i ka hoʻololi ʻana i nā faila kikohoʻe i nā huahana kino e like me nā T-shirt a me nā kīʻaha kope.Wahi a kekahi poʻe loea e hoʻonoho iā lākou i kahi ʻāpana hina.ʻAʻole pili ka DMCA i nā hōʻailona kālepa, e uhi ana i nā inoa, nā kaha huaʻōlelo, a me nā hōʻailona waiwai ʻē aʻe, e like me ka Nike swoosh.

Kiʻi paʻi kiʻi ʻia e Exurbia Films o kahi pālule no ke kūʻai aku i ʻōlelo ʻia i uhaki i kāna mau hōʻailona no The Texas Chainsaw Massacre.

ʻO CafePress, i hoʻokuʻu ʻia ma 1999, ʻo ia kekahi o nā hana paʻi mua;ua laha ka hoʻohālike pāʻoihana ma waena o 2000s me ka piʻi ʻana o ka paʻi kikohoʻe.Ma mua, e paʻi nā mea hana i ka hoʻolālā like ma nā mea e like me nā T-shirts, kahi ala hoʻoikaika nui e koi pinepine i nā kauoha nui e hoʻololi i ka loaʻa kālā.Me ka paʻi paʻi kikohoʻe, hoʻopaʻa ʻia ka ʻīnika ma luna o ka mea ponoʻī, e ʻae ana i hoʻokahi mīkini e paʻi i nā hoʻolālā like ʻole i ka lā, e hoʻopōmaikaʻi ana i ka hana hoʻokahi.

Hoʻopuka koke ka ʻoihana i ka buzz.Ua hoʻokuʻu ʻo Zazzle, kahi paʻi paʻi ma ka noi, i kāna pūnaewele ma 2005;ʻekolu makahiki ma hope mai, ua kapa ʻia ʻo ia ʻo ke kumu hoʻohālike ʻoihana maikaʻi loa o ka makahiki e TechCrunch.Ua hele mai ʻo Redbubble i ka makahiki 2006, a ukali ʻia e nā mea ʻē aʻe e like me TeeChip, TeePublic, a me SunFrog.I kēia mau lā, ʻo ia mau paena he mau pou ia o ka ʻoihana honua he mau piliona kālā, me nā laina huahana mai nā T-shirt a me nā hoodies a hiki i ke kapa komo, nā pepa, nā ʻeke, nā lako hale, nā ʻeke ʻeke, nā coozies, nā pulima lima, a me nā mea nani.

Nui nā ʻoihana paʻi-i-koi i hoʻohui piha ʻia i nā kahua ecommerce, e ʻae ana i nā mea hoʻolālā e hoʻokele i nā hale kūʻai pūnaewele maʻalahi-e like me nā ʻaoʻao mea hoʻohana ma Etsy a i ʻole Amazon.ʻO kekahi mau paepae, e like me GearLaunch, e ʻae i nā mea hoʻolālā e hana i nā ʻaoʻao ma lalo o nā inoa inoa kūʻokoʻa a hoʻohui pū me nā lawelawe ecommerce kaulana e like me Shopify, ʻoiai e hāʻawi ana i nā mea kūʻai aku a me nā mea waiwai, hana, lawe, a me ka lawelawe mea kūʻai aku.

E like me ka nui o nā hoʻomaka, paʻi ʻia nā ʻoihana e hoʻopaʻa iā lākou iho i nā clichés techno-marketing.ʻO SunFrog kahi "kaiāulu" o nā mea pena a me nā mea kūʻai aku, kahi e hiki ai i nā malihini ke kūʻai aku i "nā hoʻolālā hana a me nā hana maʻamau e like me ʻoe."Hōʻike ʻo Redbubble iā ia iho "he mākeke honua, me nā kiʻi kūʻokoʻa kūʻokoʻa i hāʻawi ʻia no ke kūʻai ʻana e nā mea pena kiʻi kūʻokoʻa weliweli ma nā huahana kiʻekiʻe."

Akā ʻo ka ʻōlelo kūʻai aku e hoʻohuli i ka manaʻo o kekahi poʻe paʻa kuleana a me nā loio waiwai naʻauao he pōhaku kihi o ke ʻano ʻoihana: kūʻai hoʻopunipuni.Hiki i nā pūnaewele nā ​​mea hoʻohana ke hoʻouka i nā hoʻolālā a lākou e makemake ai;ma nā pūnaewele nui aʻe, hiki i ka hoʻouka ʻana ke helu i nā ʻumi kaukani i kēlā me kēia lā.ʻAʻohe kuleana o nā pūnaewele e nānā i ka hoʻolālā ke ʻole kekahi e ʻōlelo i nā huaʻōlelo a i ʻole nā ​​kiʻi i uhaki i ke kuleana kope a i ʻole ka hōʻailona.Hoʻopili maʻamau kēlā me kēia koi i ka waiho ʻana i kahi leka hoʻomaopopo.Wahi a ka poʻe hoʻohewa e hoʻoulu i ka hōʻino ʻana i nā kuleana, ma ka ʻike a me ka ʻike ʻole.

"Ua ulu nui ka ʻoihana a laila, ua pahū ka hewa," wahi a Imhoff, ka mea laikini.E like me ka makahiki 2010, ua ʻōlelo ʻo ia, "ua loaʻa i ka paʻi-ma-ke-makemake kahi māhele mākeke liʻiliʻi, ʻaʻole ia he pilikia nui.Akā, ua ulu wikiwiki ia [a] lilo i ka lima.

Ua ʻōlelo ʻo Imhoff e ʻimi ana i ka pūnaewele no nā mea e like me "Texas Chainsaw Massacre T-shirt" e hōʻike pinepine ana i nā hoʻolālā e hōʻino i nā kuleana kope a me nā hōʻailona kālepa o Exurbia.Ua hoʻololi kēlā i ka hoʻokō kuleana i "pāʻani pau ʻole o whack-a-mole" no nā mea kuleana, nā ʻelele, a me nā hui huahana mea kūʻai aku, wahi āna.

"Ma mua ʻoe e hele i waho a ʻike i ka hewa i loko o kahi hale kūʻai kaulahao ma kahi hale kūʻai kūloko, no laila e hoʻopili ʻoe i kā lākou mea kūʻai aupuni a ʻo ia nō," wahi a Imhoff."I kēia manawa aia nā miliona o nā hale kūʻai kūʻokoʻa e hoʻolālā ana i nā mea kūʻai i kēlā me kēia lā."

Aia ke kālā nui.Ua haʻi aku ʻo Redbubble, ka mea i hoʻomaka ma ke kumukūʻai kumukūʻai o Australia i ka makahiki 2016, i nā mea hoʻopukapuka ma Iulai 2019 ua hoʻomaʻamaʻa ia i nā kālepa ʻoi aku ma mua o $ 328 miliona i nā mahina 12 ma mua.Hoʻopili ka hui i ka mākeke pūnaewele puni honua no nā lole a me nā mea hale i kēia makahiki ma $280 biliona.Ma ka piko o SunFrog, i ka makahiki 2017, ua loaʻa iā ia he $150 miliona ma ka loaʻa kālā, e like me ka waiho ʻana i ka ʻaha.Ua haʻi ʻo Zazzle iā CNBC ua hoʻolālā ʻo ia i $ 250 miliona i ka loaʻa kālā ma 2015.

ʻAʻole kēlā mau kūʻai aku e hōʻike i ka hewa, ʻoiaʻiʻo.Akā ʻo Scott Burroughs, he loio ʻoihana ma Los Angeles nāna i hōʻike i kekahi mau mea hoʻolālā kūʻokoʻa i nā hoʻopiʻi kūʻē i nā ʻoihana paʻi-i-koi, manaʻoʻiʻo he nui, inā ʻaʻole ka hapa nui, ʻike ʻia nā mea i hewa.Ua ʻōlelo ʻo Mark Lemley, ka luna o ka Stanford Law School Program in Law, Science, and Technology, he pololei paha ka loiloi ʻana a Burroughs akā paʻakikī kēlā mau manaʻo ma muli o nā "koi ikaika loa a nā mea kuleana, ʻoi aku ma ka ʻaoʻao hōʻailona."

ʻO ka hopena, ʻo ka piʻi ʻana o ka print-on-demand i lawe mai i ka nalu o nā hoʻopiʻi e nā mea kuleana mai nā mea pena kiʻi kūʻokoʻa a i nā hōʻailona multinational.

ʻO nā kumukūʻai no ka paʻi ʻana i nā ʻoihana hiki ke piʻi.I ka makahiki 2017, ua ʻike nā luna hoʻokele ma Harley-Davidson ma mua o 100 mau hoʻolālā e kau ana i nā hōʻailona o ka mea hana kaʻa kaʻa—e like me kāna mau inoa kaulana Bar & Shield a me Willie G. Skull—ma ka pūnaewele o SunFrog.Wahi a kahi hoʻopiʻi federal ma ka ʻĀpana Hikina o Wisconsin, ua hoʻouna ʻo Harley iā SunFrog ma mua o 70 mau hoʻopiʻi o "ʻoi aku ma mua o 800" mau mea i hōʻino i nā hōʻailona kālepa o Harley.I ʻApelila 2018, ua hāʻawi ka luna kānāwai iā Harley-Davidson $19.2 miliona-ʻo ka uku hōʻaiʻē nui loa o ka hui a hiki i kēia lā-a pāpā iā SunFrog mai ke kūʻai aku ʻana i nā mea kūʻai aku me nā hōʻailona Harley.Ua papa aku ka lunakanawai Apana o US ʻo JP Stadtmueller iā SunFrog no ka hana ʻole ʻana i nā mea hou aku i ka mākaʻi i kāna pūnaewele."Ke noi nei ʻo SunFrog i ka naʻaupō ʻoiai e noho ana ma luna o ka mauna o nā kumuwaiwai e hiki ke hoʻolālā ʻia e hoʻomohala i ka ʻenehana kūpono, loiloi i nā kaʻina hana, a i ʻole ka hoʻomaʻamaʻa ʻana e kōkua i ka hakakā ʻana i ka hewa," i kākau ai ʻo ia.

Ua ʻōlelo ʻo Josh Kent, ka mea nāna i hoʻokumu iā SunFrog, ʻo nā mea Harley kūpono ʻole i loaʻa mai "e like me ka hapalua o nā keiki ma Vietnam" nāna i hoʻouka i nā hoʻolālā."ʻAʻole i loaʻa iā lākou kahi ʻōpala."ʻAʻole i pane ʻo Kent i nā noi no ka ʻōlelo kikoʻī hou aku i ka hoʻoholo Harley.

ʻO kahi hihia like i hoʻopaʻa ʻia ma 2016 i loaʻa i kahi kūlana kiʻekiʻe.I kēlā makahiki, ua hoʻopiʻi ka mea pena kiʻi kiʻi Kaleponi ʻo Greg Young iā Zazzle i ka ʻAha Apana o ʻAmelika, me ka ʻōlelo ʻana ua hoʻouka a kūʻai aku nā mea hoʻohana iā Zazzle i nā huahana i loaʻa kāna hana kope kope me ka ʻole o ka ʻae ʻia, ʻaʻole i hōʻole ʻo Zazzle.Ua ʻike ka luna kānāwai ua pale ka DMCA iā Zazzle mai ke kuleana no ka hoʻouka ʻana iā lākou iho akā ua ʻōlelo ʻo Zazzle hiki ke hoʻopiʻi ʻia no nā poho ma muli o kāna kuleana i ka hana ʻana a kūʻai aku i nā mea.ʻAʻole like me nā mākeke pūnaewele e like me Amazon a i ʻole eBay, ua kākau ka luna kānāwai, "Hoʻokumu ʻo Zazzle i nā huahana."

Ua hoʻopiʻi ʻo Zazzle, akā i Nowemapa, ua ʻae ka ʻaha hoʻopiʻi e hiki ke hoʻopaʻa ʻia ʻo Zazzle, a ʻo Young e loaʻa ana ma mua o $500,000.ʻAʻole i pane ʻo Zazzle i nā noi no ka ʻōlelo.

ʻO kēlā ʻōlelo hoʻoholo, inā paʻa, hiki ke hoʻopiʻi i ka ʻoihana.Ua kākau ʻo Eric Goldman, he polopeka ma ke Kula Nui o ke Kulanui ʻo Santa Clara, e ʻae ka hoʻoholo i nā mea kuleana kope e "manaʻo iā Zazzle ma ke ʻano he ATM pilikino."I loko o kahi ninaninau, ua ʻōlelo ʻo Goldman inā e hoʻomau nā ʻaha hoʻokolokolo i kēia ala, ʻo ka ʻoihana paʻi-i-koi "e hoʻopau ʻia.… ʻAʻole hiki ke ola i nā pilikia pili kānāwai.

I ka hiki ʻana mai i ke kuleana kope, ʻo ke kuleana o nā ʻoihana paʻi ma ke koi ʻana i ka hoʻohuli ʻana i nā faila kikohoʻe i huahana kino hiki ke hoʻololi i nā maka o ke kānāwai, wahi a Lemley, o Stanford.Inā hana nā hui a kūʻai pololei aku i nā huahana, ʻōlelo ʻo ia, ʻaʻole paha lākou e loaʻa i nā pale DMCA, "me ka nānā ʻole i ka ʻike a me ka nānā ʻole i nā ala kūpono a lākou e hana ai e hoʻopau i nā mea infringing ke ʻike lākou e pili ana."

Akā ʻaʻole paha ia ka hihia inā mālama ʻia ka hana ʻana e kahi ʻaoʻao ʻekolu, e ʻae ana i nā pūnaewele paʻi-on-demand e ʻōlelo he mau mākeke wale nō lākou e like me ka Amazon.Ma Malaki 2019, ua ʻike ʻia kahi ʻAha Apana ʻAmelika ma ka ʻĀpana Hema o Ohio ʻaʻole kuleana ʻo Redbubble no ke kūʻai ʻole ʻana i nā mea kūʻai aku ʻo Ohio State University.Ua ʻae ka ʻaha i nā huahana, me nā pālule a me nā mea hoʻopaʻa paʻa, i hōʻino i nā hōʻailona kālepa o Ohio State.Ua ʻike ʻia ua hoʻoikaika ʻo Redbubble i ke kūʻai aku a hoʻopaʻa i ka paʻi ʻana a me ka hoʻouna ʻana i nā hoa hana - a ua hāʻawi ʻia nā mea i loko o ka hōʻailona hōʻailona Redbubble.Akā ua ʻōlelo ka ʻaha ʻaʻole hiki ke hoʻopiʻi ʻia ʻo Redbubble no ka mea ʻaʻole ia i hana a kūʻai aku paha i nā huahana hewa.I ka maka o ka lunakanawai, ua hoʻoikaika wale ʻo Redbubble i ke kūʻai aku ma waena o nā mea hoʻohana a me nā mea kūʻai aku a ʻaʻole i hana ma ke ʻano he "mea kūʻai aku."Ua hōʻole ʻo Ohio State e haʻi i ka ʻōlelo hoʻoholo;hoʻopaʻapaʻa ʻia no kāna hoʻopiʻi ʻana i ka Pōʻalima.

ʻO Corina Davis, ka luna kānāwai nui o Redbubble, hōʻole ʻo ia e ʻōlelo kikoʻī i ka hihia o ka mokuʻāina ʻo Ohio, akā hoʻihoʻi ʻo ia i ka manaʻo o ka ʻaha i loko o kahi ninaninau."ʻAʻole mākou kuleana no ka hewa, manawa," wahi āna.“ʻAʻole mākou e kūʻai aku i kekahi mea.ʻAʻole mākou e hana i kekahi mea.

Ma kahi leka uila he 750 huaʻōlelo, ua ʻōlelo ʻo Davis ua ʻike ʻo ia i kekahi mau mea hoʻohana Redbubble e hoʻāʻo e hoʻohana i ka paepae e kūʻai aku i ka waiwai naʻauao "ʻaihue".ʻO ke kulekele o ka ʻoihana, ʻōlelo ʻo ia, "ʻaʻole ia no ka pale wale ʻana i nā mea kuleana nui, ʻo ia ka pale ʻana i kēlā mau mea pena kiʻi kūʻokoʻa mai ka loaʻa ʻana o kekahi kālā mai kā lākou kiʻi ʻaihue."Ua ʻōlelo ʻo Redbubble ʻaʻole ia he mea kūʻai aku, ʻoiai e mālama mau ana ʻo ia ma kahi o 80 pakeneka o ka loaʻa kālā mai ke kūʻai aku ma kāna pūnaewele.

ʻO Goldman, ma kahi moʻomanaʻo moʻomanaʻo, i kapa ʻia ka lanakila ʻo Redbubble "kahaha," no ka mea "ua hoʻohuli nui ka hui" i kāna mau hana e pale aku i ka wehewehe kānāwai o kahi mea kūʻai aku."Me ka ʻole o nā ʻano like ʻole," i kākau ai ʻo ia, e kū ana nā ʻoihana paʻi-on-demand i "kahi palena palena ʻole o ka hoʻoponopono a me ke kuleana."

Ua kākau ʻo Burroughs, ka loio o Los Angeles e pani ana i nā mea pena kiʻi, i ka loiloi o ka ʻōlelo hoʻoholo e hōʻike ana ka loiloi o ka ʻaha "e hōʻike ana kēlā me kēia ʻoihana pūnaewele e makemake ana e komo i ka hewa makemake ʻole hiki ke kūʻai aku i nā huahana knockoff āpau i makemake ʻia e kona puʻuwai i ka wā lōʻihi. uku i nā ʻaoʻao ʻekolu e hana a hoʻouna i ka huahana."

Hoʻohana nā ʻoihana paʻi ʻē aʻe i ke ʻano like.Ua ʻōlelo ʻo Thatcher Spring, Luna Hoʻokele o GearLaunch, no Redbubble, "Ua ʻōlelo lākou ke hana nei lākou i nā pilina makemake me ke kaulahao lako, akā ʻoiaʻiʻo, manaʻo wau e paipai nei lākou i kēia hana hoʻomāinoino IP."Akā ua ʻae ʻo Spring ma hope ua hui pū ʻo GearLaunch me nā mea hana ʻaoʻao ʻekolu.“ʻAe, pololei kēlā.ʻAʻole iā mākou nā hale hana.

ʻOiai inā kū ka hoʻoholo o ka mokuʻāina ʻo Ohio, e hōʻeha paha ia i ka ʻoihana.E like me ka ʻike ʻana o Kent, ka mea nāna i hoʻokumu iā SunFrog, "Inā pili nā mea paʻi, ʻo wai ka mea makemake e paʻi?"

Ke kū nei ʻo Amazon i kahi hoʻopiʻi like e pili ana i kāna kuleana no ka lepa ʻīlio hemahema i hana ʻia e kahi mea kūʻai kūʻokoʻa i makapō i ka mea kūʻai.Hoʻopiʻi kēlā hihia i ke kumu kumu i hoʻopakele iā Redbubble: Hiki i kahi mākeke, ʻoiai ʻaʻole ia he "mea kūʻai aku," ke kuleana no nā huahana kino i kūʻai ʻia ma kāna pūnaewele?I Iulai, ua hoʻoholo ka papa hoʻokolokolo ʻekolu o ka ʻAha Hoʻopiʻi Kaapuni ʻEkolu o ʻAmelika e hiki ke hoʻomau ka hihia;Ua hoʻopiʻi ʻo Amazon i kahi papa nui o nā luna kānāwai, nāna i lohe i ka hihia i ka mahina i hala.Hiki i kēia mau hoʻopiʻi ke hoʻololi hou i ka ecommerce a, ʻo ia hoʻi, nā kānāwai o ke kuleana ma ka pūnaewele.

Ma muli o ka heluna o nā mea hoʻohana, ka nui o ka hoʻouka ʻana, a me nā ʻano waiwai o ka naʻauao, ʻo nā hui paʻi-i-koi ke ʻae ʻaʻole hiki ke pale ʻia ka nui o ka hewa.Ma kahi leka uila, ua kapa ʻia ʻo Davis, ka loio loio nui o Redbubble, he "pilikia ʻoihana koʻikoʻi."

Hana kēlā me kēia hui i ka mākaʻi i kāna paepae, ma ka hāʻawi ʻana i kahi puka i hiki ai i nā mea kuleana ke waiho i nā leka hoʻolaha;aʻo pū lākou i nā mea hoʻohana e pili ana i ka pōʻino o ka hoʻolaha ʻana i nā hoʻolālā laikini ʻole.Ua hoʻopuka ʻo GearLaunch i kahi blog i kapa ʻia "Pehea ʻaʻole e hele i ka hale paʻahao kope a lilo i waiwai."

Ua ʻōlelo ʻo GearLaunch a me SunFrog i kā lākou kākoʻo ʻana i ka hoʻohana ʻana i nā polokalamu ʻike kiʻi e ʻimi ai i nā hoʻolālā hiki ke hōʻino.Akā, ʻōlelo ʻo Kent, ua hoʻolālā ʻo SunFrog i kāna polokalamu e ʻike i kekahi mau hoʻolālā wale nō, no ka mea, ʻōlelo ʻo ia, ʻoi aku ka pipiʻi o ka nānā ʻana i nā miliona o ka hoʻouka ʻana.Eia kekahi, ʻōlelo ʻo ia, "ʻAʻole maikaʻi ka ʻenehana."ʻAʻole hoʻolaha kekahi hui i ka nui o kāna hui hoʻokō.

Wahi a Redbubble's Davis, ua kaupalena ka hui i ka hoʻouka ʻana o nā mea hoʻohana i kēlā me kēia lā "e pale i ka hoʻouka ʻana i ka ʻike ma ka nui."Ua ʻōlelo ʻo ia ʻo ka hui ʻo Redbubble's Marketplace Integrity—ʻo ia kāna i wehewehe ai ma ke kelepona ʻo "lean"—ua hoʻopiʻi ʻia ma ka ʻāpana me ka "ʻike mau a me ka wehe ʻana i nā moʻohelu pono ʻole i hana ʻia e nā bots," hiki ke hana i nā moʻokāki a me ka hoʻouka ʻana i nā ʻike.ʻO kēlā hui like, i ʻōlelo ai ʻo Davis ma kahi leka uila, pili pū me ka ʻimi ʻana i nā ʻike, nā hōʻailona hōʻailona, ​​​​a me ka "hana hoʻopunipuni."

Wahi a Davis, koho ʻo Redbubble ʻaʻole e hoʻohana i nā polokalamu ʻike kiʻi maʻamau, ʻoiai ʻo kāna hui ʻo Teepublic e hana."Manaʻo wau aia kahi kuhi hewa" ʻo ka polokalamu hoʻohālikelike kiʻi "he hoʻoponopono kilokilo," i kākau ai ʻo ia ma kahi leka uila, e haʻi ana i nā palena ʻenehana a me ka nui o nā kiʻi a me nā ʻano like ʻole "e hana ʻia i kēlā me kēia minuke."(Ke manaʻo nei ʻo Redbubble's 2018 investor hōʻike i kāna 280,000 mau mea hoʻohana i hoʻouka i 17.4 miliona mau hoʻolālā ʻokoʻa i kēlā makahiki.) No ka mea ʻaʻole hiki i ka polokalamu ke hoʻoponopono i ka pilikia "i ka nui a mākou e pono ai," i kākau ai ʻo ia, e hoʻāʻo ana ʻo Redbubble i kāna hui ponoʻī, me kahi papahana nānā i nā kiʻi i hoʻouka hou ʻia e pili ana i kāna waihona kiʻi holoʻokoʻa.Manaʻo ʻo Redbubble e hoʻomaka i kēia mau hiʻohiʻona ma hope o kēia makahiki.

Ma ka leka uila, ua ʻōlelo kekahi ʻelele eBay e hoʻohana ana ka hui i "nā mea hana ʻike makamae, hoʻokō a me nā pilina ikaika me nā mea nona nā inoa" i ka mākaʻi i kāna pūnaewele.Ua ʻōlelo ka hui ʻo kāna papahana anti-infringement no nā mea nona ka mea i hōʻoia ʻia he 40,000 mau mea komo.Ua haʻi aku kahi ʻelele Amazon ma mua o $ 400 miliona i nā hoʻopukapuka e hakakā i ka hoʻopunipuni, me ka hoʻopunipuni, a me nā papahana hui pūlima i hoʻolālā ʻia e hōʻemi i ka hewa.Ua hoʻohuli hou ke keʻena kamaʻilio o Etsy i nā nīnau i ka hōʻike ʻike hou loa o ka ʻoihana, kahi i ʻōlelo ai ka hui ua hiki ke komo i nā papa inoa ʻoi aku ma mua o 400,000 ma 2018, ʻoi aku ka 71 pakeneka mai ka makahiki i hala.Ua ʻōlelo ʻo TeeChip, ua hoʻolilo ʻo ia i mau miliona kālā e kōkua i ka ʻike ʻana i ka hewa, a ua hoʻokomo i kēlā me kēia hoʻolālā ma o ka "kaʻina hoʻomaʻamaʻa paʻakikī" me ka nānā ʻana i nā kikokikona a me nā polokalamu ʻike kiʻi i hoʻohana ʻia e ka mīkini.

Ma kekahi leka uila, ua wehewehe ʻo Davis i nā pilikia ʻē aʻe.Ke noi pinepine nei nā mea kuleana e lawe i nā mea i pale ʻia i ke kānāwai, e like me ka parody, wahi āna.Hoʻopuka kekahi i nā koi kūpono ʻole: Ua noi kekahi iā Redbubble e ālai i ka huaʻōlelo ʻimi "man."

"ʻAʻole hiki ʻole ke ʻike i kēlā me kēia kuleana kope a i ʻole ka inoa inoa e noho nei a e ola ana," i ʻōlelo ai ʻo Davis ma kahi leka uila, akā "ʻaʻole mālama nā mea kuleana āpau i ka pale o kā lākou IP ma ke ʻano like."Makemake kekahi i ka hoʻomanawanui ʻole, i ʻōlelo ai ʻo ia, akā manaʻo kekahi i nā hoʻolālā, ʻoiai inā hewa lākou, e hoʻonui i ka koi."I kekahi mau manawa," i ʻōlelo ai ʻo Davis, "ua hele mai nā mea kuleana iā mākou me kahi leka hoʻopau a laila waiho ka mea pena i kahi hoʻolaha kūʻē, a hoʻi mai ka mea kuleana a ʻōlelo mai, 'ʻOiaʻiʻo, ua maikaʻi mākou me ia.Waiho ia.'”

Hoʻokumu nā paʻakikī i ka mea a Goldman, ke kaukaʻi ʻo Santa Clara, i kapa ʻia "nā manaʻolana hiki ʻole" no ka hoʻokō."Hiki iā ʻoe ke hana i nā poʻe a pau o ka honua i ka nānā ʻana i kēia mau hoʻolālā, a ʻaʻole lawa ia," wahi a Goldman i kahi ninaninau.

Ua ʻōlelo ʻo Kent ʻo ka paʻakikī a me nā hoʻopiʻi i hoʻoneʻe iā SunFrog mai ka paʻi ʻana i ka "wahi palekana a ʻoi aku ka wānana."Ua wehewehe ka hui iā ia iho ʻo ia ka mea hana T-shirt paʻi nui loa ma US.I kēia manawa, ʻōlelo ʻo Kent e ʻimi nei ʻo SunFrog i nā pilina me nā hōʻailona kaulana, e like me Discovery Channel's Shark Week."ʻAʻole e hana hewa ʻo Shark Week i kekahi," wahi āna.

Ua hoʻopaʻa inoa ʻo Redbubble i nā "hui pili" ma ke ʻano he pahuhopu i kāna hōʻike ʻana i ka mea kuleana 2018.I kēia lā, ʻo kāna papahana hui pū me 59 mau hōʻailona, ​​​​ka hapa nui mai ka ʻoihana ʻoliʻoli.Loaʻa nā mea hou i laikini ʻia mai Universal Studios, me Jaws, Back to the Future, a me Shaun of The Dead.

Wahi a ka poʻe paʻa kuleana i kā lākou kaumaha - ʻo ka ʻike ʻana i nā huahana hoʻopiʻi a me ka hahai ʻana iā lākou i ko lākou kumu - he koi like."He hana manawa piha ia," wahi a Burroughs, ka loio e pani ana i nā mea pena.Ua ʻōlelo ʻo Imhoff, ka mea laikini laikini Texas Chainsaw, he mea paʻakikī loa ka hana no nā mea liʻiliʻi a me nā mea paʻa pono waena, e like me Exurbia.

Ke koi nui nei ka hoʻokō ʻana i ke kālepa.Hiki i nā mea nona nā kuleana kope ke hoʻokō i kā lākou mau kuleana e like me kā lākou e ʻike ai he kūpono, akā pono e hōʻike nā mea kuleana e hoʻokō mau lākou i kā lākou mau hōʻailona.Inā ʻaʻole hoʻopili hou nā mea kūʻai aku i kahi hōʻailona me kahi hōʻailona, ​​​​e lilo ka mark i mea maʻamau.(Escalator, kerosene, videotape, trampoline, and flip phone pau pau loa i ko lākou mau hōʻailona ma kēia ala.)

Loaʻa i nā hōʻailona kālepa o Exurbia nā kuleana i ʻoi aku ma mua o 20 mau huaʻōlelo a me nā logos no The Texas Chainsaw Massacre a me kāna mea ʻino, Leatherface.I ke kauwela hope loa, ʻo ka hana o ka pale ʻana i kāna mau kuleana kope a me nā hōʻailona - ʻimi pinepine, hōʻoia, palapala, ʻimi ʻana i nā hui ʻike ʻole ʻia, kūkākūkā loio, a me ka hoʻouna ʻana i nā leka hoʻomaopopo i nā mea hoʻohana pūnaewele-i hoʻolōʻihi i nā kumu waiwai o ka ʻoihana a hiki i ke kumu i lawe mai ai ʻo Cassidy i ʻekolu mau limahana aelike, e piʻi ana ka huina. limahana i ʻewalu.

Akā ua paʻi lākou i ko lākou palena i ka wā i ʻike ai ʻo Cassidy he nui nā pūnaewele hou e kūʻai aku ana i nā knockoffs i hoʻokumu ʻia ma waho a hiki ʻole ke ʻike ʻia.ʻAʻole he mea hou ka hewa kope kope ma Asia, akā ua hoʻonohonoho nā mea hoʻohana ma waho o nā hale kūʻai ma nā kahua paʻi ma luna o US.Ua ʻike ka nui o nā ʻaoʻao a me nā hui ʻo Exurbia i ka hoʻolalelale ʻana i nā hoʻolaha hoʻolaha pūnaewele no nā knockoffs paʻi-on-demand i ka makahiki i hala i huli ʻia i nā mea hana ma Asia.

ʻO ka ʻaoʻao Facebook mua ʻo Cassidy i noiʻi ʻia, ʻo Hocus a me Pocus a me Chill, he 36,000 likes, a ma kāna ʻaoʻao transparency he 30 mau mea hana ma Vietnam;ua hoʻopau ka hui i nā hoʻolaha i ka hāʻule hope.

Ua manaʻo ʻo Cassidy i ka nui o kēia mau mea kūʻai aku i hana ʻia ma nā ʻāina ʻē, no ka mea ʻaʻole hiki iā ia ke ʻimi iā lākou i kahi kahua makua a i ʻole ke kikowaena hoʻouna.Loaʻa i nā ʻaoʻao kānāwai a pilikino kekahi kikokikona.ʻAʻole i hele nā ​​leka hoʻopau.ʻO nā kelepona kelepona, nā leka uila, a me nā ʻimi ISP i pau i nā hopena make.Ua ʻōlelo kekahi mau ʻaoʻao i nā helu US, akā ua hoʻihoʻi ʻia nā leka i hoʻouna ʻia ma o ka leka i hōʻoia ʻia, e hōʻike ana he hoʻopunipuni kēlā mau ʻōlelo.

No laila ua kūʻai ʻo Cassidy i nā pālule Chainsaw me kāna kāleka hōʻaiʻē, me ka manaʻo e hiki iā ia ke huki i kahi helu mai kāna ʻōlelo panakō.Ua hōʻea nā mea i hoʻokahi pule ma hope;ʻO kāna mau ʻōlelo panakō i ʻōlelo ʻia ka hapa nui o nā hui aia ma Vietnam.ʻO nā ʻōlelo ʻē aʻe i hōʻike ʻia i nā hopena make.Ua helu ʻia nā uku i nā hui manuahi me nā helu US-he mea hoʻolako pia hops Midwestern, no ka laʻana.Ua kāhea ʻo Cassidy i nā hui, akā ʻaʻohe o lākou moʻolelo o nā hana a ʻaʻole maopopo i kāna mea e kamaʻilio nei.ʻAʻole naʻe ʻo ia i ʻike.

I ʻAukake, ua hele aku kahi Sahad luhi iā Redbubble e noi ana i ka ʻike e pili ana i kahi ʻaelike hui.Ma Nowemapa 4, ma ke noi a Redbubble, ua leka uila ʻo Exurbia i kahi deck brand, trademark a me ka ʻike kope kope, kahi ID kope kope, a me ka palapala ʻae.Ua noi pū ʻo Exurbia i kahi hōʻike o nā leka hoʻopau a pau no ka hōʻino ʻana i nā mea Chainsaw i loaʻa iā Redbubble i nā makahiki.

Ma nā kelepona a me nā leka uila ma hope mai, hāʻawi nā ʻelele Redbubble i kahi ʻaelike kaʻana like.ʻO ka hāʻawi mua, i loko o kahi palapala i loiloi ʻia e WIRED, ua loaʻa i ka 6 pakeneka royalties iā Exurbia ma ka fan art a me 10 pakeneka ma nā mea kūʻai kūhelu.(Ua ʻōlelo ʻo Imhoff ma waena o 12 a me 15 pakeneka.) ʻAʻole makemake ʻo Exurbia."Ua loaʻa iā lākou ke kālā mai kā mākou waiwai noʻonoʻo no nā makahiki, a pono lākou e hana i kēlā kūpono," wahi a Cassidy."Akā ʻaʻole lākou i hele mai me kā lākou ʻeke kālā."

"Hiki iā ʻoe ke hana i nā poʻe āpau o ka honua me ka nānā ʻana i kēia mau hoʻolālā a ʻaʻole lawa ia."

Ma Kekemapa 19, ua hoʻouna ʻo Exurbia i 277 mau leka hou iā Redbubble a ʻehā lā ma hope mai ua waiho ʻo 132 me kāna hui ʻo TeePublic, no nā T-shirts, posters, a me nā huahana ʻē aʻe.Ua wehe ʻia nā mea.Ma Ianuali 8, ua hoʻouna ʻo Exurbia i kahi leka uila hou, nānā ʻia e WIRED, e kāhea ana i nā manawa hou o ka hewa, i kākau ʻia e Sahad me nā screenshots, kahi pālahalaha, a me nā hopena hulina mai ia lā.ʻO kahi hulina Redbubble, no ka laʻana, ua loaʻa nā hualoaʻa 252 no "Texas Chainsaw Massacre" a me 549 no "Leatherface".Ua hōʻike ʻia kahi hulina TeePublic he mau haneli mau mea hou aʻe.

Ma ka lā 18 o Pepeluali, ua hoʻouna ʻo Redbubble iā Exurbia i kahi hōʻike o nā leka hoʻopau Chainsaw a pau i loaʻa iā ia, a ʻo ka nui o ke kumukūʻai kūʻai aku o nā mea Chainsaw i ʻike ʻia e Sahad i nā leka hoʻopau mai Malaki 2019. ʻAʻole e hōʻike ʻo Exurbia i ka helu kūʻai, akā ua ʻōlelo ʻo Cassidy. e like me kona manao iho.

Ma hope o ka nīnau ʻana o WIRED me Redbubble e pili ana i nā kūkākūkā me Exurbia, ua haʻi aku ka loio i loko o Redbubble iā Exurbia e noʻonoʻo ana ka hui i nā koho hoʻoholo no ke kūʻai hewa ʻana.Wahi a nā ʻaoʻao ʻelua e hoʻomau ke kūkākūkā.Manaʻo maikaʻi ʻo Cassidy."ʻO lākou wale nō ka mea e hoʻoikaika nei," wahi āna."ʻO kā mākou mahalo."

No laila, pehea e ulu ai kēia ʻano hoʻohālike me ka ʻole o ka hoʻololi ʻana i nā mea nona IP a i ʻole e hoʻonui i kahi ʻoihana me ka nui o ka hāʻawi ʻana?Pono mākou i DMCA hou—a hoʻokahi no nā hōʻailona?E loli anei kekahi me ke kānāwai hou ʻole?

Hiki i ka ʻoihana mele ke hāʻawi i kahi hōʻailona.Ma mua o Napster, ua kū ka ʻoihana i kahi pilikia like me nā royalties: Me ka nui o nā mele i hoʻokani ʻia ma nā wahi he nui, pehea lā e loaʻa ai i nā mea pena ke kuleana?Ua komo nā pūʻulu laikini e like me ASCAP, e hoʻokumu ana i nā ʻaelike kaʻana like ʻana i ka loaʻa kālā i nā royalties.Uku nā mea pena kiʻi iā ASCAP i hoʻokahi uku no ka hui ʻana, a ʻo nā mea hoʻolaha, nā kaola, a me nā hale pō e uku i nā uku palahalaha makahiki e hoʻokuʻu iā lākou mai ka palapala a me ka hōʻike ʻana i kēlā me kēia mele.Nānā nā keʻena i nā nalu a me nā hui, hana i ka makemakika, a hoʻokaʻawale i ke kālā.ʻO nā mea hou aku nei, ua hoʻololi nā lawelawe e like me iTunes a me Spotify i ka mākeke kaʻana like file Wild West, kaʻana like ʻana i ka loaʻa kālā me nā mea pena kiʻi.

No ka ʻoihana ʻoi aku ka nui a me ka ʻokoʻa ma mua o ka ʻoihana mele, ʻaʻole ia e maʻalahi.Ua ʻōlelo ʻo Goldman ʻaʻole makemake paha kekahi mau mea kuleana e hana i nā kuʻikahi;Ma waena o ka poʻe makemake e hui pū, makemake paha kekahi e hoʻomau i ka mana ma luna o kekahi mau hoʻolālā, ka mea like me ka Eagles e nānā ana i kēlā me kēia hui uhi e makemake ana e pāʻani i ka Hotel California."Inā hoʻoneʻe ka ʻoihana i kēlā ala," i ʻōlelo ai ʻo Goldman, "e emi loa ka ikaika a ʻoi aku ka maikaʻi ma mua o kēia manawa."

Wahi a Redbubble's Davis he "mea nui ia no nā wahi kūʻai a me nā mea kūʻai aku, nā mea kuleana, nā mea pena, a me nā mea ʻē aʻe ma ka ʻaoʻao like o ka papaʻaina."Ua ʻae ʻo David Imhoff he manaʻo hoihoi ke kumu hoʻohālike laikini, akā hopohopo ʻo ia i ka mana maikaʻi."Pono nā brands e pale i ko lākou kiʻi, ko lākou kūpaʻa," wahi āna."I kēia manawa ʻaʻole hiki ke hoʻokele ʻia kēia funnel o ka ʻike ma nā ʻano āpau."

A ma laila e ʻike ʻia ai nā mea pena, nā loio, nā ʻaha hoʻokolokolo, nā hui, a me nā mea kuleana.I ka hopena, e hāʻule ana ke kuleana me ka ʻoihana hoʻololi kaulana loa o lākou a pau: ke aupuni pekelala.

Hoʻohou ʻia, 3-24-20, 12pm ET: Ua hōʻano hou ʻia kēia ʻatikala e wehewehe ʻo "proactive enforcement" ʻaʻole ia he ʻāpana o kahi kuʻikahi hui like i manaʻo ʻia ma waena o Exurbia a me Redbubble.

ʻO WIRED kahi e hoʻokō ʻia ai ka lā ʻapōpō.ʻO ia ke kumu nui o ka ʻike a me nā manaʻo e pili ana i kahi honua i ka loli mau.ʻO ke kamaʻilio WIRED e hoʻomālamalama i ka hoʻololi ʻana o ka ʻenehana i kēlā me kēia ʻano o ko mākou ola-mai ka moʻomeheu a i ka ʻoihana, ʻepekema i ka hoʻolālā.ʻO nā holomua a me nā mea hou a mākou e ʻike ai e alakaʻi i nā ala hou o ka noʻonoʻo, nā pilina hou, a me nā ʻoihana hou.

© 2020 Condé Nast.Ua mālama ʻia nā kuleana āpau.ʻO ka hoʻohana ʻana i kēia pūnaewele ka ʻae ʻana i kā mākou ʻaelike mea hoʻohana (hōʻano hou ʻia 1/1/20) a me nā kulekele pilikino a me ka ʻōlelo kuki (hōʻano hou ʻia 1/1/20) a me kāu mau kuleana pilikino Kaleponi.Mai kūʻai aku i kaʻu ʻike pilikino Wired hiki ke loaʻa i kahi ʻāpana o ke kūʻai ʻana mai nā huahana i kūʻai ʻia ma o kā mākou pūnaewele ma ke ʻano he ʻāpana o kā mākou Hui Hoʻohui me nā mea kūʻai aku.ʻAʻole hiki ke hana hou ʻia nā mea ma kēia pūnaewele, hāʻawi ʻia, hoʻouna ʻia, hūnā ʻia a hoʻohana ʻia paha, koe wale nō me ka ʻae mua ʻana o Condé Nast.Nā Koho Hoʻolaha