Launching an original line of decorated apparel requires a strong creative vision and a clear point of view. That’s what Jeremy Picker and the team at AMB3R (asi/590243) set out to show in their latest collaboration with Fruit of the Loom’s (asi/84257) Jerzees brand.

“We wanted to show what’s possible when bold art meets quality blanks – and Jerzees gave us the freedom to bring that vision to life,” said Jeremy Picker, CEO and creative director of AMB3R.

Picker’s team – with the help of Decorator John Walton of SoulGladiator.com – created a line of Colorado-themed apparel using a variety of specialty decorating techniques. For Jerzees’ ringspun T-shirts (IC46R) in the colors of the Colorado flag, AMB3R used tonal light and tonal dark screen-printing ink to add an image of the Colorado shield. On a blue jersey hoodie (363LH), the decorator created a “fountain print,” using red and yellow ink blended in-screen to create a natural gradient. AMB3R went with a multimedia design – combining an oversized matte screen print paired with embroidery – to decorate a Jerzees’ crewneck (C12MR). A fleece (H12MR) from Jerzees was adorned with a screen-printed Colorado map on the front and prints down the sleeves. Left-chest embroidery added dimension to the multimedia look.

This garment features a fountain print, with two inks blended in-screen for a gradient effect.

The collection isn’t available for retail sale; instead, Picker said it was created to showcase the possibilities that blank apparel holds when paired with creative, bold design.

AMB3R (asi/590243) created a Colorado-themed apparel line for its latest collaboration with Jerzees.

For distributors and decorators interested in building their own apparel brand from scratch, Picker shares the following tips:

1. Start with a clear, creative point of view. Your brand should reflect a unique personality, region, culture or mood. That’s what people connect with. No one needs another T-shirt, so you need to focus on building a community.
2. Use the product as a canvas. Whether you choose screen print, embroidery or another decoration method, the product should express your brand visually, not just carry a logo.
3. Make noise with purposeful collaborations. Collaborate with other brands or influences that align with your values and give you room to explore new formats or audiences. Find ways for the garments to be worn in real-life situations, and ask for feedback.
4. Tell the story visually. Even if your brand is young, act like it’s worth noticing. Share the process, not just the product. Show the struggles, share the wins and let them see that you bring something more than just merch.
5. Have a clear idea of your target audience. Great branding starts by asking, “Who am I talking to?” Then: “What will inspire them?” Chances are if you’re passionate about a subject, there will be many others who are like-minded and will want to incorporate those passions into their wardrobe.