The Ultimate Guide to Creating Merch for Your Brand

Thinking about creating merch for your brand? Before you jump in, let’s walk through some tried-and-tested tips from someone who’s launched multiple clothing ventures and helped countless businesses bring their merch ideas to life. This guide is all about fabric-based products – think T-shirts, hoodies, tote bags, and caps – and will help you maximise profits, minimise waste, and streamline the journey from idea to launch.

Why Make Merch?

Before diving into the process, start with the most important question: why are you producing merch?

From personal experience – and from observing countless businesses handing out T-shirts, tote bags, and other items – it’s worth pausing to ask, “Is this adding value?” and “Will my audience actually wear or engage with this merchandise?”

As a studio focused on sustainable, forward-thinking brands, this consideration is vital. The world doesn’t need more low-quality T-shirts destined for landfill. Thoughtfully designed merchandise can create value for your audience and act as a meaningful extension of your brand.

To help you decide, here are three key areas to consider:

1. Is There a Demand?

Does your audience actually want your merch? For example, a weekly running club with a few hundred active, engaged members might jump at the chance to wear a branded T-shirt, cap, or hoodie. These items can foster a sense of community and connection, especially when worn at events or shared on social media.

Ask yourself: Is my business the right fit for branded merchandise? And will my audience engage with it?

2. Will People Want to Wear It?

The design is everything. Great merch isn’t just a marketing tool – it’s something people genuinely love to wear. Whether you lean into current fashion trends or create something entirely unique, the goal is to design merchandise that sparks conversations and builds awareness.

Remember, a T-shirt with just a big logo only works if your brand has already built a strong reputation and loyal following. For most brands, a more creative, thoughtful design approach is essential. Think beyond the logo: can your merch tell a story, evoke a feeling, or offer a design people can’t resist?

3. Is It Built to Last?

Your merch is a reflection of your brand’s ethos. High-quality materials and thoughtful packaging leave a lasting impression and show your audience that your brand values attention to detail.

If there’s a demand for your merchandise and it’s well-designed, make sure it’s also well-made. Durable, premium-quality items not only boost your brand image but also ensure your merch will be enjoyed for years to come.

In short, if you’re going to do it, do it right.

Crunch the Numbers

Let’s talk about the less glamorous side of merch – the numbers. While branded merchandise can be a lucrative additional income stream, it can just as easily become a box of unsold T-shirts gathering dust that you can’t get rid of for love nor money. (Trust me, I’ve experienced both.)

It might sound obvious, but taking the time to map out your costs is crucial. Factor in everything: design fees, clothing costs, printing, packaging, marketing expenses, and even your time. Once you’ve got a clear picture of the total outlay, you can:

  • Determine whether the upfront investment is worth the risk.
  • Decide if this venture is worth the time and effort.

An accurate breakdown of unit costs is essential, so don’t just estimate. Pinpoint your break-even point, calculate potential profits, and assess whether the numbers align with your goals.

Keep in mind: profit doesn’t always have to be the primary objective. Maybe your merch is about building community, increasing brand awareness, or simply giving back to loyal customers. Whatever the goal, balancing the costs with the desired outcome will help you make an informed decision.

Minimise the Risk

Launching a merch range comes with risks, but there are ways to reduce them and set yourself up for success.

1. Test the Waters with Pre-Orders

One of the best ways to gauge interest without committing to a large upfront investment is by running a pre-order campaign. While Instagram polls can give you an idea of interest, there’s a big difference between someone clicking “Yes” on a poll and actually committing to a purchase.

A pre-order window, paired with a small early-bird discount, allows you to:
  • Confirm demand: You’ll know whether your audience is genuinely interested.
  • Fund production upfront: Ideally, pre-order sales cover your production costs, so by the time the product lands, you’re already in profit.
  • Minimise waste: You’ll know exactly what sizes, colors, and quantities to produce, reducing the chances of unsold stock.
If you choose this route, make sure to:
  • Confirm production lead times with your printer or supplier.
  • Keep customers informed about dispatch dates.
  • Limit the pre-order window to around two weeks to maintain momentum.

To visualise your product before it’s produced, use high-quality mockups. Platforms like Bendito and Layers offer excellent options for showcasing your designs on social media.

2. Explore On-Demand Printing

Another way to reduce risk is by using a print-on-demand (POD) service, where products are only made when an order comes in. While the margins might be slightly lower than bulk orders, the benefits often outweigh the costs:

Advantages of Print-on-Demand:
  • Sustainability: Only produce what’s needed, reducing waste and tackling one of fashion’s biggest issues – overproduction.
  • Low upfront investment: You don’t need to pay for or store large quantities of stock, making it easier to get started.
  • Time-saving: POD providers handle printing, packing, and fulfillment, so you can focus on designing, marketing, and selling.

I recently spoke with David from Boxcey, a POD service designed to help brands and businesses create high-quality merchandise with minimal investment.

“BOXCEY is your end-to-end production and print-on-demand service. Founders David & Jon spent 15 years building their e-commerce store to £10M+ in revenue and decided to help budding designers and businesses improve their merchandise.

Print-on-demand often gets a bad reputation for being ‘low quality and expensive,’ but that’s not the case with BOXCEY. We provide access to over £100M worth of premium blank streetwear products that can integrate directly with platforms like Shopify and WooCommerce. From sourcing to fulfilment, we take care of everything, allowing you to focus on the fun parts: designing and selling.”

On-demand printing is a great solution for brands looking to reduce financial risk while maintaining flexibility and sustainability.

Taking Orders

If your business doesn’t have a website with e-commerce functionality, you’ll need a professional and efficient way to take orders. Relying on bank transfers or PayPal links can come across as unprofessional and may deter potential buyers, negatively impacting your conversion rates.

A quick and user-friendly solution is Stripe Payment Pages. This tool allows you to create a secure payment link that matches your brand’s colors and includes an image of your product. Customers can easily choose their desired product or size, pay securely, and even use promotional codes.

While Stripe Payment Pages is a fantastic short-term solution, it’s worth noting that it doesn’t automatically track stock levels, so you’ll need to manually update the availability of a product or if a size is sold out.

For a quick and polished way to start taking orders, Stripe Payment Pages is definitely worth exploring.

Sustainability

As creatives and business owners, we have a responsibility to consider the environmental and social impact of our decisions. When producing branded merchandise, it’s essential to factor sustainability into every stage of the process.

Here are the main areas to focus on:

1. Printing Options

When it comes to printing, the two most commonly used methods are screen printing and DTG (Direct to Garment) printing. Each has its strengths, and the choice depends on your fabric type, design, and priorities.

Screen Printing


This traditional technique involves pushing ink through a stencil onto fabric. It’s ideal for larger bulk orders and offers long-term durability and vibrant, consistent colors. When using screen printing, the sustainability of the process largely depends on the inks and chemicals used.

  • Water-based inks are non-toxic, drain-safe, and biodegradable, making them a better eco-friendly choice.
  • Plastisol inks contain PVC and often require solvents for cleanup, which can be less eco-friendly.

However, water-based inks may require more energy for heating and curing, so it’s worth discussing the details with your printer. A trusted partner, like VisibleArt, provides transparency around their ink choices and environmental commitments, helping you make informed decisions.

Advantages of Screen Printing:

  • Cost-effective for bulk production.
  • Suitable for a wider variety of fabrics.
  • Vibrant, durable prints.
Direct-to-Garment (DTG) Printing


DTG involves applying ink directly to the fabric, similar to how an inkjet printer works on paper. This method often uses water-based inks, which are biodegradable, non-hazardous, and non-toxic. It’s also ideal for printing on organic cotton, making it a strong choice for the eco-conscious.

Advantages of DTG:
  • Cost-effective for small runs or one-off pieces.
  • Ideal for intricate designs and photographic prints.
  • Produces soft prints that won’t crack over time.
  • Higher resolution (up to 1200×1200 dpi).

We often collaborate with Industry Ink in Cardiff for DTG projects due to their high-quality results and sustainable practices.

2. Product Options (Blanks)

Choosing sustainable blank garments is another vital step. Look for products with certifications that guarantee ethical and eco-friendly practices, such as:

  • GOTS (Global Organic Textile Standard)
  • GRS (Global Recycled Standard)
  • Textile Exchange
  • Climate Neutral
  • PETA Approved Vegan
  • OEKO-TEX
  • Fair Wear

Our top picks for sustainable blanks include:

  • Continental Clothing: Their “Earth Positive” range is organic, ethical, and boasts a 90% reduced carbon footprint.
  • Stanley/Stella: Committed to reinventing fashion for a better world, their range includes everything from organic cotton T-shirts to fleeces and jackets.

Both brands offer stylish, high-quality options that align with sustainability goals.

3. Packaging Options

Packaging is often overlooked, but it’s an important part of the sustainability conversation. Whenever possible, avoid plastic and opt for eco-friendly alternatives like compostable bags, kraft mailers, or recycled materials.

For recent projects, we’ve used kraft mailers from Kite Packaging – 100% plastic-free, recyclable, and surprisingly stylish. Pairing these with a branded logo stamp from The English Stamp Company adds a minimal but professional touch.

Tip: While kraft mailers are sustainable, they may not be as durable as plastic options. Consider the logistics of shipping – particularly exposure to moisture or rough handling—to ensure your packaging protects your product effectively.

Taking these steps can reduce your merch’s environmental footprint while maintaining the quality and appeal of your brand. Sustainability isn’t just a responsibility – it’s an opportunity to align your values with those of your audience and stand out in a crowded market.

Tip: Create social content to highlight the sustainable considerations behind your products or even provide a step by step run through of good practice when composting your compostable mailers.

Conclusion

Creating branded merchandise is an exciting way to connect with your audience, generate extra revenue, and strengthen your brand’s presence. By taking the time to understand your goals, design with purpose, and plan carefully, you can maximise the impact of your merch while minimising waste and risk.

Whether you’re exploring pre-orders to gauge demand, opting for sustainable production methods, or using on-demand services to reduce upfront costs, there’s a solution to fit your brand and values.

With thoughtful decisions and a clear strategy, your merchandise can go beyond being just products – it can become a meaningful extension of your brand that people will love to wear and support, it might even become a major stream of income in your business.

No Gatekeeping here…

Here are an array of our contacts and preferred suppliers:

Josh Cotterill 27.12.24
Work with us

We’re always open for a chat, so get in touch to find out how we can help.

Let's talk