How to choose branded t-shirts for a campaign

Branded t-shirts are the most common campaign item and the most commonly wasted one. The difference between a shirt that circulates for two years and one that stays in its bag is decided long before the artwork: it is decided by fabric, fit and how the print sits on it.

Fabric decides whether it gets worn

A light, thin shirt is cheap per unit and unreliable in the heat: it goes transparent, loses shape quickly and feels poor against the skin. Heavier cotton or a good cotton blend costs more per shirt and tends to end up being worn on ordinary days, which is where the value is. Ask for a physical sample rather than judging from a photograph — the weight matters more than the colour.

Fit and cut

• Choose a cut that suits the audience: staff uniforms, volunteer shirts and giveaway shirts often need different fits.
• Check that the neckline holds its shape after washing. It is the first thing to fail and the most visible.
• Think about whether the shirt is worn tucked in or over other clothing, because it changes the neckline and length that work.

Decoration: what each method allows

• Screen printing: durable and cost-effective for bold, limited-colour designs, and typically charged per colour per position.
• Embroidery: excellent for uniforms and caps, but fine detail and small text get lost. Logos usually need simplifying.
• Heat transfers and direct-to-film: good for detailed or multi-colour artwork, with results that depend heavily on the operator and the wash care.
• Print placement: chest, back, sleeve and full-front all carry different cost and different visibility.

Sizing: collect it before you order

The classic merchandise failure is ordering a logical-looking spread of sizes and ending up with a stack of mediums nobody wants. Collect sizes from the actual recipient group in advance, circulate a measurement guide rather than relying on letter sizes alone, and accept that a few exchanges will still happen.

Quantities and timing

Order in the quantity you can genuinely distribute, and add a small allowance for replacements rather than a large one for hope. Work out the schedule from the other end: print and embroidery runs take time, delivery can slip, and a shirt that arrives after the event has no value at all.

If you are choosing shirts for a campaign, ask for a sample in the fabric you intend to buy, with your logo decorated the way it will be produced. It is the cheapest way to avoid a very expensive mistake.