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CONTRIBUTORS Matt Wigham, founder of Indie Labs. He created Emptees, Big Cartel and Pulley. Jeffrey Kalmikoff, VP of product at SimpleGEO. He was formerly CCO at Threadless and Director of Design & UX at Digg. Marc Hemeon, Director of UX at Oakley. Formerly Design Lead at Digg and CTO and Partner of Design by Humans and Teefury. Mark Capicotto, designer and founder of Glamour Kills, one of the great success stories to arise out of the indie apparel design community. Rob Dobi, designer and entrepreneur. Clients include Thursday, Teen Magazine, and Fall Out Boy. He has his own clothing brand called Full Bleed. Maxx242, illustrator and designer with 13 years industry experience. Clients include Famous Stars and Straps, Miami Ink, Fox Racing, and Blink 182. Angryblue – respected poster artist and t-shirt designer for over 5 years. Clients include Slayer, Nine Inch Nails, Harley Davidson, and Guns and Roses. Jamie Tallerico, designer at Abercrombie & Fitch. He was formerly a designer at Atticus Clothing, American Eagle, and Art Director at XVLA Denim. Horsebites – freelance illustrator currently working with The Black Axe. He has over 6 years experience designing for the punk and hardcore scene. Clients include Fall Out Boy, Strike Anywhere, and No Idea Records. Ben Scrivens, founder of the horror t-shirt brand Fright Rags. He has been a major client of countless designers in the indie t-shirt community. THREAD’S NOT DEAD • Jeff Finley Brandon Rike, freelance designer nearly 10 years experience designing for bands and indie apparel companies. Clients include Linkin Park, Deftones, and Billy Joel. Munk One, contemporary American Illustrator and fine artist from California. Clients include Affliction, Upper Playground, Tribal Gear, and major label bands. Kelly Kiernan, founder of Cure Apparel. Diagnosed with Type 1 Diabetes in 2005, launched Cure Apparel to raise awareness and funds for diabetes research. Adam Hendle, designer, blogger, founder of I Am the Trend and ShirtLaunch. Jon Kruse, designer and founder of How To Start a Clothing Company. He also has his own apparel company Mediocre Clothing. Dave Pearson, founder of apparel brand Paint the Stars. Has worked with wellknown designers in the indie apparel design community. LT Mag<strong>not</strong>to, expert color separator for Jakprints. He has over 6 years experience preparing t-shirt designs for screen printing. Rikki Burns, illustrator and designer. She curiously made a name for herself winning design contests at Design by Humans and shirt.woot.com. 4
Table of Contents Forward 6 What is This Book? 6 An Artist with a Dream 8 When I Grow Up... 9 Dealing with the Best Job Ever 9 Your 3 Roles: The Artist, Designer, and Entrepreneur 10 11 Character Traits of Successful Designers 11 Keys to a Great Portfolio 12 Work for Me or Them? 13 Freelancing 14 Flying Solo: Don’t Be Afraid 15 Why Bands and Indie Clothing Brands Make Great Clients 15 Pricing and Sales Strategies 16 How to Snag Those Big Clients 19 Legal Barriers Simplified 22 The Designer/Client Relationship 27 The Truth about Design Contests 29 Designing for Tees 32 What Do I Need to Know First? 33 The Fundamentals of Good Shirt Design 33 How to Come up With Good Ideas? 36 What if I Can’t Draw? 37 Let’s Talk Trends Shall We? 38 Design Techniques & Tutorials 41 A Typical Shirt Design Process 42 List of Design & Illustration Tutorials 43 Organizing Layers in Photoshop 44 Color Separation and File Prep 44 THREAD’S NOT DEAD • Jeff Finley Printing & Production 46 How Does My Art Get onto Shirts? 47 Choosing the Proper Printing Method 48 The Right Blank for the Job 49 How Many Shirts Should I Print? What Sizes? 49 Extras: Foil, Flocking, and Other Embellishments 50 What’s it Gonna Cost Me? 52 Branding & Marketing 54 Branding Fundamentals 55 5 Tips to Improve Your Brand 56 Pricing Your Tees 57 Product Shots and Mockups 57 Custom Packaging & The Customer Experience 58 Stickers, Swag, and Extras 59 The Smartest Ways to Advertise 60 Sales & Fulfillment 67 What You Need to Know about Selling Online 68 Shipping & Fulfillment 69 Selling Offline at Events and Trade Shows 71 Going Big-Time 74 Getting Help: Outsourcing and Employees 75 How to Get into Retail Stores 76 Become a Household Name 79 Conclusion & Next Actions 82 Case Studies & Interviews 86 5
Page 2 and 3: Copyright © 2011 Go Media Inc., Al
Page 6 and 7: Designs for Fall Out Boy by Rob Dob
Page 8 and 9: “The Strain” by Angryblue THREA
Page 10 and 11: Your 3 Roles: The Artist, Designer,
Page 12 and 13: Keys to a Great Portfolio The most
Page 14 and 15: “Year of the Beard” designed by
Page 16 and 17: 4 Tips When Contacting a New Client
Page 18 and 19: Other Tips for Avoiding Busters “
Page 20 and 21: “Great Job” by Rikki B offered
Page 22 and 23: work directly for the band - but th
Page 24 and 25: commercial nature or is for nonprof
Page 26 and 27: From what we learned, the client th
Page 28 and 29: Dave Pearson of Paint the Stars t-s
Page 30 and 31: 5 Tips for Design Contest Success W
Page 32 and 33: “Eco” t-shirt design by Chris C
Page 34 and 35: Does it Sell? Another measuring sti
Page 36 and 37: How to Come up With Good Ideas? Eve
Page 38 and 39: Affliction and MMA have heavily inf
Page 40 and 41: Dan Mumford has inspired many with
Page 42 and 43: T-shirt design for Slayer by Angryb
Page 44 and 45: Organizing Layers in Photoshop Laye
Page 46 and 47: This Despised Icon t-shirt is a gre
Page 48 and 49: Direct to Garment (DTG) This method
Page 50 and 51: Generally you want to order more S,
Page 52 and 53: Common Screen Size options Beerhat
Page 54 and 55:
Design by Jeff Finley for Disciple
Page 56 and 57:
Designs from Fright Rags “King”
Page 58 and 59:
One of the new ghosted shirt mockup
Page 60 and 61:
Personalize Your Orders But aside f
Page 62 and 63:
month and by just sending them an e
Page 64 and 65:
Mailing Lists Another great way to
Page 66 and 67:
one mentions an article about me, I
Page 68 and 69:
What You Need to Know about Selling
Page 70 and 71:
Third Party Fulfillment When you ge
Page 72 and 73:
Giveaways and Freebies People like
Page 74 and 75:
Johnny Cupcakes (top) and Shepard F
Page 76 and 77:
Things you can outsource: • Art a
Page 78 and 79:
This skate deck designed by Oliver
Page 80 and 81:
Johnny Cupcakes Johnny Cupcakes is
Page 82 and 83:
Illustration for Famous Stars and S
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things because Johnny Cupcakes or O
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Kelly Kiernan designed this tee for
Page 88 and 89:
Munk One I am 30 years old and have
Page 90 and 91:
Dave Pearson My name is Dave Pearso
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definitely diluted the talent pool
Page 94 and 95:
LT Magnotto My name is LT Magnotto,
Page 96 and 97:
Rikki Burns I’m RikkiB, I’m 29
Page 98 and 99:
They are up on (if not creating) th
Page 100 and 101:
Spec Work One thing I would say abo
Page 102 and 103:
Adam Hendle My name is Adam Hendle
Page 104 and 105:
Ben Scrivens My name is Benjamin Sc
Page 106 and 107:
This shirt was a collaboration betw
Page 108 and 109:
When I was first starting out not a
Page 110 and 111:
“The Hive” by Angryblue a total
Page 112 and 113:
Brandon Rike My name is Brandon Rik
Page 114 and 115:
Design for The Chariot by Brandon R
Page 116 and 117:
Jon Kruse My name is Jonathan Kruse
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