When you order a 9TEE8 tee, it doesn't exist yet. There's no shelf somewhere with your shirt on it. It's printed after you order it, just for you. That's called print-on-demand, and it's the reason we can offer lots of designs without making piles of clothes nobody wants.
How clothes are usually made
Most clothing brands have to guess. Months before a season, they order thousands of each design in every size and colour, because it's cheaper per piece to make a lot at once. Then they hope it sells.
Often it doesn't. Unsold stock gets discounted, shipped off to outlets, or in the worst cases destroyed. The European Union estimates that 4–9% of unsold textiles in Europe are destroyed before they're ever worn. It's become such a problem that, from 19 July 2026, large companies in the EU are no longer allowed to destroy unsold clothing and footwear, with medium-sized companies expected to follow in 2030.
How print-on-demand works
We flip it around. Nothing gets printed until someone orders it. Here's what happens when you order a tee from us:
How the printing works
We use two print methods, depending on the design. Neither needs screens or stencils, so it's just as easy to print one tee as a hundred. That's what makes print-on-demand possible.
DTG (direct-to-garment)
Think of it as a very large inkjet printer for t-shirts. The machine sprays water-based ink directly into the cotton fibres, then the print is heat-cured so it stays put through washing. Because the ink soaks into the fabric, a DTG print feels soft and breathable. It's great for soft gradients and detailed, painterly designs.
DTFlex (direct-to-film)
DTFlex is our print partner Printful's own version of direct-to-film printing. The design is first printed with water-based ink onto a special film, coated with a fine adhesive powder and cured, then heat-pressed onto the shirt and the film is peeled away. The print sits on the surface of the fabric, which gives sharp lines, rich, bright colours and crisp small text. It can feel slightly firmer at first and softens up after a few washes, and it's made to resist cracking and fading.
Which one is my tee? We pick the method that suits each design best. Either way, it's printed on the same organic cotton tee, and the care instructions are the same.
Why it matters
Every tee we sell was made because someone actually wanted it. No overproduction, no warehouse full of unsold shirts, and no guessing which sizes will run out.
The good and the not-so-good
We think print-on-demand is the right way to run a small brand like ours, but it's fair to be upfront about the trade-offs.
| Print-on-demand | Mass production | |
|---|---|---|
| Waste from unsold stock | Close to none | A real problem |
| Number of designs | Lots, and new ones often | Limited by what's worth stocking |
| Sizes | Every size, always | Popular sizes sell out |
| Delivery time | Slower: made, then shipped | Faster: already on a shelf |
| Price per tee | A bit higher | Lower in bulk |
The main thing you'll notice is time. Because your tee is made after you order it, it takes a few extra days to reach you compared with something already sitting in a warehouse. If you're buying a gift, give it a little extra time, or go for a gift card, which arrives instantly by email.
What this means for you
- A tee made just for you, printed fresh rather than sitting in a box for months.
- Every design in every size, from XS to 5XL. Nothing is ever "sold out in your size".
- More designs, because we don't have to bet on huge print runs. That's how things like Wildlife, Allegedly and Dungeons & Badly Drawn exist.
- Organic cotton underneath every print. Read organic vs regular cotton for why we chose it.
Questions about delivery? See our shipping info, or visit Help & contact. Shipping is free on orders over €69.
Order something that gets made just for you