In 2004 designer and line curator Mitra Khayyam set out to accomplish three goals with the start of her T-shirt line Blood is the New Black:

1. Display the works of emerging artists, designers and photographers in order to propel their careers and support the underground art movement, through design collaborations

2. Introduce fans of both fashion and the arts to new designers, photographers and illustrators, to whom otherwise consumers may have not been exposed

3. Create a line that is wearable, comfortable and stylish, yet has an opinion

BITNB encourages the public to explore current art and design trends by prominently featuring the work of underground artists, photographers and illustrators on the company’s soft, well-fitted T-shirts and products.