Soft T-shirt Theory: CRV Case Study
By Dean Schwartz (SWAG Master): Ever wonder why people keep some items of clothes forever? It is because the more you wear them the softer and more comfortable they become. There is nothing like a well broken-in pair of jeans or a soft t-shirt. While a soft t-shirt is great, a t-shirt with holes is not so great, and, unfortunately, that happens over time to well-worn clothing. So is it possible to get that soft, lived-in feeling in a new t-shirt? Enter Marine Layer.
Marine Layer makes absurdly soft clothing. Like crazy soft. A customer went as far as to say, “I want to be buried in Marine Layer”. While a bit morbid, that is one hell of an endorsement! (no pun intended) Learn more about Marine Layer clothing on our previous blog. In this blog, we want to focus on why a soft t-shirt is one of the best SWAG ideas you can leverage.
The answer is simple, soft t-shirts just feel better. That means people will actually wear them. See where we are going with this? Wearable SWAG is ineffective if it sits at the bottom of a drawer. You need to create something people will actually wear, and a comfortable t-shirt is something everyone likes. Take a look at how we applied the soft t-shirt theory to help CRV (Charles River Ventures).
Soft T-Shirt Theory: CRV
CRV is one of the nation’s oldest and most successful early-stage venture capital firms. They look to invest in consumer and enterprise technology companies that become category leaders or define new categories altogether. Doing a lot of work in Silicon Valley, CRV was opening a new office in San Francisco. They wanted to give away a t-shirt that people would never want to take off. Answer: custom Marine Layer t-shirts.
The design was obviously inspired by the Golden Gate bridge. We then took their circular logo to represent the sunset over the bridge. For the imprint, we used a technique called discharge. This is where color is removed from the shirt (where the imprint is) and then water-based ink, which gives a very soft, retail quality feel. You cannot find a softer custom branded t-shirt. Step aside casual hoodie! These custom Marine Layer t-shirts are the new Silicon Valley fashion statement.