What does it take to build a premium blank apparel brand from scratch - without selling out or cutting corners? In this episode of the Shirt Show, we sit down with Josh York, founder of Soft Goods, to talk about quality, community, and why the story behind your garments matters more than ever.
Josh dives into what separates Soft Goods from the rest. From pre-shrunk, US-milled cotton to intentional, occasion-specific design, he explains why not all t-shirts are built to do the same job—and why that’s a good thing. You’ll hear how his Detroit-based operation has evolved from scrappy beginnings into a globally respected supplier for brands that value craftsmanship and consistency.
This episode is more than just fabric talk. It’s about building trust, choosing integrity, and leaning into the human side of business. If you’re a decorator, brand builder, or just someone who cares about where your clothes come from, this one’s for you.
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What You’ll Learn
- Why a one-size-fits-all blank doesn’t work—and never will
- How Soft Goods went from local runs to global distribution
- What decorators actually care about when choosing blanks
- The real cost of cheap garments (and why it matters)
- How sharing your story can drive long-term customer loyalty
Why This Matters
Whether you're outfitting a high-end merch drop or helping a union find an American-made option they can stand behind, your blanks say a lot. Josh’s story is a reminder that when you get it right—from cut and color to how you treat your team—your garments do more than just show up. They stick.
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Want to Hear More?
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