When should you invest in t-shirts as a startup?

When you’re in the early stages of building a company, every dollar has a (hopefully impactful) purpose. Whether you're bootstrapping or backed by venture capital, most of that funding goes toward the obvious priorities: hiring the first employees, building the product, and finding product-market fit.

But to look legitimate, many startups also invest in something less obvious: startup t-shirts. Walk through any coworking space or down the streets of San Francisco and New York, and you’ll spot at least a handful of people repping their startup logos on hoodies, hats, and tees. 

All this raises the question: is company merch worth it as a startup? And more importantly, when is the right time to invest in it?

When should you order startup t-shirts? 

When you're going public-facing for the first time

The moment your startup becomes visible to the outside world, your brand enters the chat. So, consider buying startup t-shirts before you’re:

• Pitching at a demo day
• Attending an industry event or trade show
• Posting your first team photo on LinkedIn
• Hosting your launch party
• Conducting a press interview

The logic is simple: consistent, visible branding builds familiarity. And in an early-stage world where so much is still forming, consistency counts for a lot. Branded apparel makes your team easy to identify at events, gives your logo visibility in post-event photos, and reinforces your presence without saying a word. 

Over time, repeated exposure to your brand elements (like logos and colors) enhances brand recognition, which is a massive trust builder. This ultimately drives action – one survey found that 81% of consumers need to trust a brand before they’ll consider buying from it.

When you want to strengthen team culture

Startups move fast. Teams are small, probably remote, spread across coworking spaces, or haven’t met in person. Some days, when you're still working out titles, processes, or even your product roadmap, it might not feel “real” yet – more like a group project with Slack channels and lofty goals.

Whether it’s a startup t-shirt, sweatshirt, softshell jacket, or genuinely nice water bottle, swag can help create a shared sense of identity. It helps align your team around not just what you’re building but who you are.

Research backs that up: companies that invest in culture early see higher retention, stronger engagement, and up to 21% more profitability. While a company t-shirt isn’t the cornerstone of a strong company culture, it can still influence your employees’ feelings of belonging and pride in the company.

When you're trying to get noticed without a big ad budget

Instead of full-blown marketing departments, startups usually rely on founders, maybe an intern, and probably a handful of Canva templates. So, when it comes to building awareness on a budget, swag can be surprisingly effective.

Promotional products are one of the lowest-cost-per-impression marketing tools out there – as low as 1/10 of a cent per impression. Compare that to the $6.06 average CPM for social media, $3.12 for Google Display, or $40 for streaming ads, and it’s easy to see why you’ll see so many founders turn to startup t-shirts and other merch.

Even better? People actually remember it. One study found that 83% of people remember a brand they received a promo item from, which is a whole lot more than can be said for your average Instagram ad.

Need some ideas? Check out 8 tips for maximizing your swag budget.

When you’re defining your brand identity

In the early stages, everything your startup puts out into the world – whether it’s your website, pitch deck, or email signature – starts to shape how people see you. Are you playful or polished? Scrappy or premium? Loud or understated?

Here’s where startup t-shirts (and other swag) can play a surprisingly strategic role. If you’re at the point where you’re defining your brand, it’s worth thinking about how your brand will show up beyond the screen. 

That’s why it’s worth putting some thought into how your merch looks and what it signals. A white tee with a slapped-on logo might be cheap, but it’s also forgettable. Instead, invest in a unique design or select products that reflect your company’s ethos (like sustainable materials or gender-inclusive fits).

When it supports the customer experience

Swag isn’t just internal. The best startups use it to create small moments of connection with the people who matter most, like customers, users, community members, and early supporters.

Here are some easy swag ideas for startups:

• A welcome box for your first 100 customers. A lightweight cotton tote bag and a minimalist retractable pen would be great additions here – they’re light, useful, and easy to ship, these make your brand feel thoughtful without adding bulk.
• A branded thank-you tucked into your packaging with something small but memorable, like a branded pin or a fun sticker.
• A high-quality gift for loyal users or beta testers, such as a heavyweight cotton t-shirt or a stainless steel coffee mug. Given that these people are already invested in your product, treating them like part of the team is a small gesture that goes a long way.
• A surprise item for early adopters who hit a milestone (like their 10th order or 1-year anniversary). One unique option for delighting these power users is a wireless travel charger – it’s unexpected, practical, and feels premium.
• Limited-edition swag for community events, AMAs, or product launches, such as structured canvas tote bags or alpaca wool blend beanies. These work especially well for in-person meetups or seasonal drops.

These moments can spark loyalty, drive referrals, and earn social shares without ever needing a formal campaign.

Tips for making the most of your startup t-shirts (and other swag)

Ordering startup t-shirts is easy. Making them great takes a little more thought. If you're investing in merch early on, here are a few ways to make sure it works for you:

• Pick the right shirt: Go for something people will want to wear – think soft, heavyweight cotton in a modern fit. It’s better to have one high-quality shirt that lasts than a dozen that end up in the back of a drawer. Learn more about different fabric weights.
• Be intentional with design: Don’t just slap your logo on the front. Consider subtle placements, bold typography, or an interesting tagline that sparks conversation. If it looks good, it gets worn, and that’s free visibility every time.
• Plan for distribution: Whether you're shipping them out or handing them out in person, make sure to consider sizing, packaging, and timing. Include a size survey early if you're ordering for your team, and always build in buffer time for shipping and delivery, especially if you're tying the drop to a specific event.

For more inspo, check out our guide on corporate merch trends in 2025. 

Build a stronger startup with Wayo 

While swag shouldn’t be the first thing on your startup’s to-do list, it also shouldn’t be an afterthought. When timed right, merch can do a lot with a little: build your brand, unite your team, and make sure the people who matter remember your name.

At Wayo, we help startups give away the good stuff. With premium, design-forward merch at up to 50% less than big-name print-on-demand vendors, you can create swag that feels intentional, not generic.

Explore Wayo’s catalog of merch for startups.