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T-shirts, everybody wears them. If you’re selling them, they can be very profitable. And they are a great vehicle for your creativity. That’s why many entrepreneurs have looked to start a t-shirt business. Ready to get started? Let’s dive in:


Start a T-shirt Business in 8 Steps

1. Make a plan
2. Find your market fit
3. Determine your design plan
4. Create a printing process
5. Evaluate costs and pricing
6. Choose a selling platform
7. Market your business
8. Celebrate your success!

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start a t shirt business


If you’re ready to jump head-first into the T-shirt biz (or arms first, depending on your technique of putting on a t-shirt) this guide is essential reading. We’ll cover everything you need to know about how to get started, and more importantly, be successful selling T-shirts online.

1. Make a Plan

You’ve already got a plan. You don’t need this advice, we get that. But before you skip straight to selling, it’s worth 5-minutes to step through the points in this article because (believe me) we see a lot of people starting T-shirt businesses who don’t do the basics and then wonder why it isn’t working for them.

So break out the notebook / evernote / bar napkin, and answer these questions while you begin your plan to become the Emperor of T-ville.

start t-shirt business

2. Find your Market Fit

That’s the phrase the pros use: product market fit.

T-shirts are a big and well competed market. So competition can be fierce. People give them away (you should see my nerdy software T-shirt collection). It’s soooo easy to go to the store and buy a 5-pack of plain white tees (the shirts, not the band) for under $20.

Then there are lots of other clever, witty, original, brilliant, successful people selling funny, insightful and enlightening T-shirts too. So it’s super-important to understand how your T-shirts are differentiated.

What is the ‘tone of voice’ of your T-shirts? Are they in-your-face, laugh-out-loud / subtle and inspirational / cause based / location based / industry based / sports based? You need to clearly define your niche.

Understand that people wear T-shirts that they want to represent them. T-shirts are statements, sometimes loud and sometimes purposefully subtle. What are your T-shirts saying about the wearer and how their audience (i,e, the will the person relate to them?

t-shirt business

That’s the product part.

Then you need to figure out who wants that product and how you’re going to reach them.

That’s the market fit.

Getting product market fit means success. So whether you’re making parody T-shirts, band T-shirts, or original designs, recognize who your target audience is going to be, and make sure that your designs are going to resonate with them specifically.

3. Determine your Design Plan

Are you the talented T-shirt designer or do you just have a really good idea for a shirt?

If you’re a designer, fantastic. You’ve got a one man show and you can develop your own designs onto shirts. Of course, make sure that your designs will translate to this other medium. You may be great at photoshop, but cotton is a completely different material. Intricate details may get lost. Too small a font won’t be seen. When you’re done with your design, take three big steps back from your computer screen. Does the design still look cool from 10 feet away or does it lose impact?

t-shirt business

So what if you’re not a designer? It’s time to hire one. This is going to take a little research on your part. It’s not hard to find a designer, but it may be hard to find one you like. We recommend looking through designs on dribbble.com or behance.com and messaging the designer to see if they’re available to take on your project. You can also hire someone directly through upwork.com, fiverr.com and freelancer.com.

Once you’ve created your design, you can test it out to make sure it really will look good on a T-shirt. You can use shirtmockup.com to upload your image and choose a T-shirt color. How’s it look? Would you wear it? If you’re happy with the design, move onto the next step.

t-shirt business

4. Create a Printing Process

Once you have your beautiful, original T-shirt design, it’s time to print it. This is the second hardest decision you’re going to have to make. Here are some more questions to consider:

  • Are you going to make the T-shirts yourself?
  • Are you going to have them sent out for print?
  • Do you have a company you want to use?
  • What type of quality T-shirt are you looking for?
  • What’s my price point?

If you’re making the T-shirts yourself, more power to ya. That’s awesome. Just make sure you have the right supplies, right T-shirts, and a variety of sizes available.

If you need to send out your design to a printer, that’s where the decision making comes. There’s hundreds of suppliers to choose from, so you’ll need to choose based on quality, cost and printing time.

You can choose to shop local and choose a printing shop in your neighborhood. This can be beneficial because you can talk to someone in person, get advice on your design, and even get a prototype before you mass print. This is a great option, but tends to be a little more expensive in the long run.

You can also choose a variety of online printers. You can easily google and price out some of your own options, but we really like www.customink.com and www.rushordertees.com. Custom Ink lets you choose the brand of T-shirt, too so you can be sure about the quality you’re getting. (Next Level is my new fav, with American Apparel always holding a special place in my closet.)

5. Evaluate Costs and Pricing

The previous question rolls right into this next big question. You need to figure out your costs when you’re pricing out these tees, and figure out what your profit margin is going to be. While we would all love to buy high-quality, 20 color prints on the softest cotton available, chances are it’s going to cost upwards of $20, and chances are your customers won’t pay your margin cost on top of that.

Figure out how much profit you want to make off each tee, figure out how much it’s going to cost you, then you have your price.

t-shirt business

Remember, when you’re pricing out your T-shirts, you need to stay competitive. Unless you’re Yeezy himself, your shirts aren’t going to sell for hundreds of dollars, let alone 20s. See what your niche market is selling shirts for. Most cost no more than $20, plus shipping and handling, so we recommend staying within that range.

Also, keep in mind that buying in bulk can be a cheaper alternative, but make sure your shirts sell first. You don’t want to be stuck with 500 poorly designed T-shirts in your garage. Do a test run, sell a few, and if you have more demand, print more. It’s simple high school economics.

6. Choose a Selling Platform

So you’ve got your shirts back from the printer, and man are they cool! Resist the urge to give them away for free to all of your friends, family members and dog. (Ok, the dog can have ONE.) You’re a business now, so sell those babies.

But how are you going to sell? Are you going to start the first door to door T-shirt biz? I mean, go ahead and try, but we’re pretty sure you need to sell online, too.

Fact: 38% of people will stop engaging with a website if the content/layout is unattractive. (Source)

Are you going to sell on Facebook to your friends and adoring fans, and take paypal? That can get tricky when you’re selling hundreds. Do you have a website you want to sell on? Maybe an etsy?

Read: 7 Benefits of Selling From an Independent Online Store

Explore your options here and choose the best store for you. Make sure your store is easy to set up, and cheap to run (you won’t want to dig even further into your profit margin). You’ll also want to make sure the store offers variants to make your life easier. You’re going to be selling different size, and possibly different colors, so you need a store that can support those choices. Once you’ve chosen the right store for your business, list your tees and get to marketing.

7. Market your Business

Your shirts are ready, your store is done. It’s time to sell. How are you going to market these shirts? I mean, they’re clearly awesome, so whoever sees them will buy them, but how are people going to see them?

The friend route is the best way to go, at least to start. Share your store on Facebook, Instagram, your blog, email and anywhere your friends will see it and share. Make sure to follow our posting suggestions so you’re not a pest, though. You can also share your designs on community sites like reddit.com, imgur.com, tumblr.com, etc. Do whatever it takes to get the word out.

You can also whip up some pretty easy Facebook and Instagram ads if you want to target people outside of your circle. These may be a little pricey, but with a little finessing, you’ll still be able to sell some shirts without digging too much further into your profit margin.

8. Celebrate your Success!

Is this the most important question of all? Maybe. Now that you’ve made your shirts, put up a store, and marketed yourself, we bet you’re going to make a sale real soon. Now it’s time to celebrate the success. So what’s it going to be? High-fives? Champagne? A trip to France? (Okay, we may getting a bit ahead of ourselves with the France thing.) Celebrate that 1st dollar made, and get back to work. The people love you! Create more designs! Make more T-shirts! You officially have a T-shirt business.

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About the author

Molly Corless

Molly Corless

Molly is the Head of Growth at Selz. Molly has been marketing for small startups for over 5 years. From marketing automation to Facebook ads to copywriting, Molly has figured out the key to growing a business from the ground up. She lives in rainy Portland, Oregon with her dog named Hamms.

8 comments

  1. Jake Kevin

    Thanks Molly,

    I think the same way, before diving to the business one needs to make sure he has a good plan of what he will need, how he will produce and how will he sell his products.

    Thanks for your helpful article!

    1. Selz

      Molly Corless

      Hi Jake, I’m glad you enjoyed it! Planning is the most important part :) – Molly

  2. Samantha Baker | The Heat Press Queen

    Such a detailed helpful guide! We have started doing some research on how we can use our heat press to start up a little t shirt business to grow our income and your guide is well structured and set out, making it easy and straightforward to get started! :)

  3. Kelly

    Wow, this is an excellent guide for starting a t shirt design business! With our vinyl cutter machine, heat press and following a similar methodology, we also run a fun and lucrative t shirt printing business via Etsy. I love helping others get started in this business! Great article and website!

  4. Jordan Miner

    My city league softball team has been looking into some different custom dri fit printing from you. I’m glad you talked about how you should look at selling shirts as well, which I think would be good. I’m going to have to see if we can find some cool custom dri fit printing options and see what we can find!

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