One element of the project Your Vote Matters shirt. James is keen to emphasize is that it’s simply logical. “I’m not actually very radical,” she adds. “I consider myself a pragmatic optimist. I’m not out here telling fashion retailers that they need to do this tomorrow—I’m saying there are three particular steps they can take.” Indeed, the proposition of 15% of Black-owned businesses sitting on the shelves of major retailers as a direct reflection of U.S. demographics is really, as James previously put it, the bare minimum.

Your Vote Matters shirt, hoodie, sweater, longsleeve and ladies t-shirt

(Guys Tees)

(Ladies Tees)

(Longsleeve Tees)

(Sweatshirt)

(Hoodie)

Waterbase inks are as they sound, water-based Your Vote Matters shirt.This makes them eco-friendly and easy to clean up. The water is mixed with a dye or pigment and then evaporated during the drying stage of printing. You have a slight hand (soft feel) after printing with waterbase inks, but it becomes no-feel after its first wash. Water-based printing allows the ink to blend into the shirt instead of sitting on top of it. One downside of using waterbase inks is that they are less opaque, so the color of the shirt will influence the print itself. For example, a bright red ink on a black shirt will come out as a very dark red. Waterbase delivers the best results on white or very light colored shirts with dark colored inks. When printing lighter colored inks on dark colored shirts, the ink colors will change resulting in a more vintage look. Because of this we can’t guarantee color matching when using waterbase inks. Discharge is waterbase ink with an added bleaching agent. This allows us to print waterbase ink on dark garments by bleaching out the color of the shirt and replacing it with a new color.

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