Jake Nickell and Jacob DeHart started Threadless 10 years ago with $1,000. They never intended it to be such an enduring business--it was more of a fun thing to do online, given the growing number of designers searching for a place to share ideas. Still, today, anyone can sign up, download a tee template and submit ideas, which are then evaluated and voted on by the Threadless community. The winning designs are printed and sold, often providing the savviest artists with a bit of cash -- and a moment in the spotlight.

But as a business, the T-shirt company has capitalized on a buzz that never seems to fade. Threadless now has two flagship stores in Chicago. And they've recently published a book full of their best eye candy. In the Threadless book, excerpted here, Nickell recounts the company's decadelong success.