Was it bound to happen or was it a total surprise? Well, it's a surprise. But that's not to say that, after processing the fact that it has happened, it's understandable; Tumblr has been a bastion of visual aesthetics, style and fashion for as long as it has existed, so it does make sense that they've launched their own fashion line.

It's not wholly a Tumblr-only venture, however – they've partnered with Print All Over Me, a website that allows users to print custom designs onto a basic selection of garments whilst collecting a portion of profits made. Their clothing line, with items ranging in price from $30 to $250, is currently debuting as a pop-up shop at New York Fashion Week.

Speaking to The New York Times, Tumblr's "Fashion Evangelist" Valentine Uhovski said:

"We wanted every look to feel like a Tumblr post. When you enter the pop-up shop, you'll feel like you're inside of a Tumblr dashboard."

The Tumblr pop-up shop is located at 39 West 38th street in New York City and is open from 10am to 5pm now until Sunday 20th September.