In 2014, I left a secure job at Nike to pursue freelancing.
One of my first clients was a new lowrider brand selling graphic tees. I'm a half-Hispanic dude from Florida—I don't know shit about lowrider cars. But I knew enough to know there wasn't broad market appeal. It was a niche culture in places like LA and Houston. Still, I kept an open mind.
"WE HAVE THE BEST T-SHIRTS. WHY AREN'T THEY SELLING?"
The owner was frustrated—he'd sunk $10k into inventory and couldn't move it. His tees featured highly detailed illustrations of lowrider cars.
By that point, I had designed apparel for 7 years. I learned this the hard way: There is no such thing as "the best t-shirt."
Design is not a dunk contest. Customers aren't wowed into buying tees.
The opposite is true.
Customers respond to messaging, content, and wearability. They do not care how much detail is in your work, they care if it feels like them.