What is "teeology"

Teeology, Inc. is a Los Angeles-based electronic commerce co-founded by American entertainer Jennifer Lopez and fashion designer Erica Zohar. Launched on July 12, 2012, the company offers high-end limited edition T-shirts designed by "various artists and designers", as well as a permanent collection of "basics" for men and women. It makes use of new technology and social network tools to "disrupt the traditional retail model".