About Us

Initially Shop

Commerce that works for the people who make the work.

Initially Shop is a for-profit social enterprise founded in New York. We license original art from artists, put it on well-made products, and send 10% of net sales to the artist. No foundation, no grant dependency — just a shop that pays its people.

How it started

Started by Entong Deng

Entong Deng founded Initially Shop with a simple observation: artists create work that people want, but most commerce structures keep the value with the distributor. He wanted to build the other version — where the artist gets paid every time something sells, not just when they're lucky enough to sell an original.

Initially Shop launched with Sebastian Kravitz's Tulip Series. It's the first of many collections we intend to build — each one licensed from an artist who makes the work and paid when it sells.

The model

For-profit, not a nonprofit
We're a social enterprise — a business with a fair-trade operating model. We don't take donations, we don't apply for grants, and purchases aren't tax-deductible. We run a shop.
10% of net sales
Every artist has a licensing agreement with Initially Shop. That agreement requires us to pay 10% of net sales, with no minimum threshold. If a product sells, the artist gets paid.
Transparent by design
Starting 90 days after launch, we publish what we've paid each artist. Before that date, we won't fabricate numbers. The commitment is real; the receipts come later.

The roster

Many artists. Many different practices.

Initially Shop currently features work from Sebastian Kravitz, Emma, Yutong Deng, and Entong Deng.

Each artist signs a licensing agreement before their work appears on any product. Each agreement specifies the royalty rate, payment schedule, and how their name and work can be described publicly.

Meet the artists

Associated With

We work with and are supported by organizations and creators who share our commitment to art, inclusion, and community.