How to Design Merch People Actually Want to Wear

Published by: Siobhan Ingram
Date: 03-02-2025

Let’s be real—everyone’s been handed a free promotional t-shirt that went straight to the pajama drawer (or worse, the donation pile). At Fox Cities Embroidery, we’ve seen firsthand that branded apparel doesn’t have to meet this fate. When done right, it becomes something people choose to wear—long after the event, fundraiser, or promotion ends.

So, what makes the difference? Intentional design choices that put the wearer first.

Why Most Promotional Apparel Fails

Walk into any thrift store, and you’ll see racks of unworn event shirts and outdated promo tees. The problem? Most organizations design merch for the brand, not the wearer. The real question is:

Would someone wear this if it wasn’t free?

If the answer is “probably not,” it’s time to rethink your approach.

Start with Quality: The Fabric and Fit Factor

No matter how great the design is, people won’t wear an uncomfortable shirt. The right fabric, fit, and feel make all the difference.

The same goes for fit. Unisex doesn’t mean universal. Offering true women’s cuts and extended sizes ensures more people can wear (and love) your merch. A school spirit store we partnered with saw double the participation when they offered well-fitted options instead of one-size-fits-few unisex shirts.

Design for Wearability

Keep It Subtle

People love repping brands they connect with, but nobody wants to look like a walking billboard. Instead of oversized center prints, try:

• Small left-chest logos for a timeless, stylish feel

• Creative sleeve or back-yoke placement for a unique touch

• Tone-on-tone prints for a modern, understated look

A restaurant we worked with swapped their large logo tees for vintage-inspired designs that told a story about their brand rather than just plastering their name. Customers now buy their merch as fashion items, not just as souvenirs.

Make It Versatile

Think beyond event day. Would someone wear this:

Running errands?

Out for coffee?

At a casual gathering?

If the design limits where it can be worn, it’s less valuable. A community festival we worked with found that switching from bright yellow tees to heathered navy made a huge difference. Volunteers actually wore them again, rather than stashing them away after the event.

Current Trends That Boost Wearability

• Minimalist & Clean Designs – Simple, timeless designs age better.

• Vintage & Distressed Looks – The worn-in style is a favorite in casual apparel.

• Subtle Branding – Small embroidered icons or custom tags add a premium touch.

• Lifestyle Graphics – A yoga studio’s merch might feature mountains, not just a logo. A coffee shop might use coffee art instead of just their name.

The Power of Color Choice

While brand colors are important, neutral base garments (black, gray, navy, earth tones) get worn more often. Bright colors work best as accents, and seasonal variations (lighter shades for summer, deeper hues for fall) add appeal.

Sustainability & Storytelling

Wearability isn’t just about looks—it’s about values. Eco-conscious customers are drawn to sustainable choices like organic cotton, water-based inks, and ethical production. A local brewery we partnered with made their shift to organic cotton tees part of their story—and customers were happy to pay more for it.

Test Before You Commit

Before placing a large order, get feedback. Show design samples to your audience, run a social media poll, or ask employees which styles they’d actually wear. A little input upfront prevents boxes of unused merch later.

At FCE, we believe branded apparel should do more than display your logo—it should tell your story, reflect your values, and become a wardrobe favorite. When designed with the wearer in mind, merch becomes a connection, not just a giveaway.

The result? More brand visibility, organic word-of-mouth marketing, and merch that actually gets worn.