Quick answer: Coffee shop apparel sells when it looks like something people would buy anyway: a strong design, a quality soft blank, a subtle logo, and a size run weighted to medium and large. Start with one shirt and one hoodie in a small run, screen print or embroider depending on the design, price around double landed cost, and reorder only what sells.
Key takeaways
- Design first, logo second. Nobody wants to wear an ad.
- Quality blanks decide whether it gets worn or donated.
- Size curves make or break apparel margins.
- Launch small, sell out, then reorder.
Why apparel is different
Mugs and stickers are low risk: one size fits all. Apparel multiplies every design by five or six sizes and sometimes several colors, so a "small" order can tie up a lot of cash. But it also has the biggest upside. A great shirt becomes part of someone's identity and gets worn around town for years.
Your regulars are already coffee devotees: 83% of past-day coffee drinkers have coffee at home, and many will gladly wear their favorite shop's name, if the shirt is good.
Design rules for apparel that gets worn
- Would someone buy it without your name on it? If not, redesign.
- Lead with an illustration, phrase or local reference. Your logo can be small, on the back or on the sleeve.
- Limit colors. One to three colors look intentional and keep screen printing affordable.
- Choose garment colors carefully. Neutrals (cream, black, heather, olive) sell more consistently than bright novelty colors.
- Test on people, not mockups. Print a sample and wear it for a day.
Choosing blanks
| Factor | What to look for |
|---|---|
| Fabric | Soft cotton or cotton blends; ringspun cotton feels premium |
| Weight | Midweight tees for everyday wear; heavier hoodies for warmth |
| Fit | Unisex fits for core styles; consider a fitted cut if your audience wants it |
| Shrinkage | Pre-shrunk blanks reduce returns |
| Consistency | A blank you can reorder for years |
Decoration methods
| Method | Best for | Notes |
|---|---|---|
| Screen printing | Tees and hoodies, 1–3 colors | Economical at moderate quantities; very durable |
| Embroidery | Hats, hoodies, patches | Premium feel; priced by stitch count |
| Direct-to-garment (DTG) | Small runs, full-color art | Lower minimums; per-shirt cost is higher |
| Patches | Hats, jackets | Can be applied later as needed |
Size curves and quantities
A practical starting curve for unisex tees (adjust to your customers):
| Size | Share |
|---|---|
| S | 15% |
| M | 30% |
| L | 30% |
| XL | 18% |
| XXL | 7% |
Start with a modest run of one design, track which sizes sell out first, and adjust your next order. Ask suppliers about reorder lead times so you can top up quickly.
Pricing
Illustrative: blank ($6.00) + 2-color screen print ($3.50) + freight ($0.75) = $10.25 landed → retail around $24–$28. Hoodies with embroidery might land around $22–$25 and retail at $50–$60. Check local prices for comparable apparel.
Launch like a drop
- Tease it on social a week ahead.
- Limit it: "First run of 48."
- Feature staff wearing it.
- Bundle it with a drink card for gifts.
See our coffee shop merch playbook and holiday merch guide for broader planning and timing.
Design and source apparel with Affogato Bean
We design and source café apparel alongside your cups, packaging and other merch so it all looks like one brand. Design help is included and minimums are quoted per product. See merch or talk to us.
Frequently asked questions
Do coffee shop t-shirts sell?
They sell best for shops with a loyal local following and a design people would want even without the logo. Apparel carries more risk than mugs or stickers because of sizes, so start small.
What sizes should I order for coffee shop shirts?
Weight your order toward medium and large, with fewer small and XXL, then adjust based on your own sales. Many shops start with a small run and reorder sizes that sell out.
What's the best way to print coffee shop shirts?
Screen printing is economical and durable for one- to three-color designs at moderate quantities. Embroidery suits hats and hoodies. Direct-to-garment printing works for small runs and full-color designs.
How much should a café charge for a t-shirt?
A common starting point is about double your landed cost, adjusted to local prices. Premium blanks and great designs can support a higher price.
Sources
Sources checked October 2026. Statistics are reported as published by each source.