How Startups Can Use Branded Apparel to Build Culture and Buzz

Building a strong brand identity isn’t just a marketing exercise - it’s an essential part of growing a loyal team and standing out in a crowded market. In the world of fast-moving startups, it’s one of the simplest, most effective tools for doing both.

From custom tees and embroidered caps to company hoodies and jackets, branded apparel is more than just wearable merchandise. It’s a powerful way to bring your team closer together, foster company culture, and quite literally get your brand name out there into public view. When it’s done right, custom apparel can help startups create meaningful internal connections while generating lasting organic buzz in the outside world.

Here, we’ll explore how startups can make the most of branded apparel to build both internal culture and public credibility - and how Everything Branded can help you get started.

1. Why Branded Apparel Matters for Startups

Startups thrive on a combination of energy, agility and confident identity. They tend to be built by passionate people who are capable of multitasking, often working in close-knit teams with everyone invested in big dreams. In a climate where talent is hard-won and sometimes quick moving, it’s very important to find ways to unify your brand, both internally and externally – and that’s where apparel plays an important role.

Giving your team high-quality, on-brand apparel helps to create unity. According to ASI, 73% of U.S. consumers own promotional t-shirts, and PPAI reports that 53% of employees feel more included and 62% feel more appreciated when they receive branded items. Employees and team members will feel a sense of pride, and like they ‘belong’. When employees wear that company apparel outside the workplace, or when customers wear it (to coffee shops, events, shared workspaces or in photos on social media), it amplifies visibility and helps to build brand awareness. Branded t-shirts generate an average of 3,400 impressions throughout their lifetime – making them one of the most cost-effective tools for awareness. Essentially, everyone becomes an ambassador for your brand, and for what you stand for.

2. Internal Impact: Building Culture from the Inside Out

For startups, building company culture isn’t just a vague idea written down on a wish list. It’s essential. A core component in attracting talent, retaining employees and increasing collaboration. Branded apparel helps to reinforce a shared identity, particularly in the early stages of a startup’s growth, where roles can be fluid and company structure is still forming.

• Sense of belonging: A simple branded hoodie, polo or shirt can make a new employee feel like they’re truly part of the team from day one. It’s a tangible welcome that says, “You’re one of us.”
• Team unity: Matching apparel at team days or launch events is a great way to visually reinforce unity and makes everyone feel included regardless of title.
• Culture cues: Customized apparel can reflect the vibe of your startup. If your company is tech-focused and edgy the minimalist, sleek designs are appropriate. A more direct, playful and creative company could opt for bright colors and quirky taglines.

3. External Buzz: Apparel as a Growth & PR Tool

The power of promo apparel doesn’t just end at the workplace door. A highly effective strategy to assist in growth of your startup involves turning customers, users and fans into advocates and ambassadors. A great way to do that is by providing them with something good enough quality and desirable enough that they’ll want to wear. According to ASI, 63% of consumers keep promotional t-shirts for over a year, and 47% keep them for more than two years. The best apparel merchandise doesn’t feel like promo gear — it feels like part of a lifestyle.

Apparel can spark conversation and turn heads - whether it’s a clever slogan on a tee, limited edition drop-style merchandise or branded giveaways at events - especially if it’s well-designed and aligned with your audience’s tastes.

• Organic reach: Every time someone wears your logo at a coffee shop, on public transportation or in a social media post, effectively they are advertising your brand for free. No ad budget required. A single t-shirt or hat can generate up to 3,400 impressions, according to ASI data.
• Event marketing: Branded gear at product launches, pitch events or conferences is a great way to leave a lasting impression.
• Influencer & fan engagement: Sending branded merch to supporters or micro-influencers is a proven way to spark goodwill and online visibility, especially if they share it with their audience. PPAI reports that 78% of consumers enjoy receiving promotional products – and 73% wish they received them more often.

4. Real-World Examples

Plenty of startups — from tech to e-commerce to lifestyle brands — have already tapped into the power of promotional apparel. For them, branded apparel was a growth tool.

• Slack famously gifted all new hires a branded hoodie, which became a badge of honor across the company. It was a small detail, but helped reinforce Slack’s strong culture and identity during the company’s rapid growth.
• Monzo, the UK bank, created a cult-like following not only through its product and services but through its branded merchandise. Branded t-shirts and enamel pins became status symbols for early Monzo adopters, which drove community and word-of-mouth buzz.
• Gymshark built much of its early brand awareness through fitness apparel worn by influencers and fans, long before it became a household name.

5. Tips for Choosing the Right Apparel

There are a few things to keep in mind, if you’re thinking about introducing promotional apparel into your startup’s strategy.

• Quality matters: Opting for cheap t-shirts might save you some money upfront but they will quickly degrade and won’t get worn. Research shows that higher-quality items are worn far more often – with 63% of promo t-shirts kept for over a year, and 47% for two or more. Opt for garments people actually want to wear – well-made and durable, stylish and comfortable.
• Keep it subtle: A massive logo plastered across a chest might be appropriate for trade shows as it will quickly grab attention. But everyday use clothing probably calls for much more discreet and tasteful branding.
• Design with your audience in mind: What will your team or customers actually want to wear? Think beyond just your logo itself - consider colors, slogans, patterns and trends.
• Start with a few core pieces: Hoodies, t-shirts and baseball caps are always safe bets as they are universally worn. Once you know what suits your brand best and what resonates, you can expand your range if required.
• Think seasonally: Vary your offering throughout the year – so, say, lightweight vests for summer events, and cozy beanies for winter launches.

At Everything Branded we consistently work with startups of all sizes to create branded apparel that makes a lasting impression. Whether your company is looking for classic embroidered polos or dress shirts to give a slightly more formal look and professional touch, or statement hoodies to boldly represent your brand, we’ve got you covered.

6. How Everything Branded Can Help

At Everything Branded, we understand startups need solutions that are creative, cost-effective and aligned with their values. That’s why we offer a wide range of custom clothing and workwear options designed to fit your team, your audience, and your brand story. From screen-printed t-shirts to embroidered jackets, our in-house design team will help you bring your vision to life. Whether you’re creating onboarding packs, launching a campaign or gearing up for an event, will assist you throughout the process - from initial product selection to final print.

Ultimately, promotional apparel isn’t just clothing with a logo on it. Your company’s culture, community and conversation is right there on something people want to wear. When you’re ready to build buzz around your startup, contact us to help.

Sources Used

• ASI Central – 2020 Global Ad Impressions Study
• ASI Central – Promotional Products Keep Consumers Wearing Longer
• ASI Central – Promo Insanity: The Case for Hats
• PPAI – Consumers Covet Promo During Economic Hardships
• PPAI – Hungry for Promo: Consumers Crave More Branded Products
• PPAI – Promotional Products Help Employees Feel Appreciated