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.

Associated With

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

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.

  • Quality is the point

    We spec materials before we spec designs. Every product — the fabric weight, the paper stock, the binding — is chosen so the art has something worth carrying.

The roster

Many artists. Many different practices.

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

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