Most custom merch projects die in the first week. Not because of production problems or budget — because the brief was vague. The brand knew what they wanted vibes-wise, but couldn't tell their partner what to actually make.
We quote hundreds of projects a year at LTD Customs. The ones that turn into great work almost always come in with the same structure. Five things, locked early. Here's the exact checklist.
1. Purpose — what's this merch for?
Before anything else, answer this: what's the merch doing?
Different answers lead to different decisions. A conference giveaway is a completely different brief than a retail drop, which is a completely different brief than staff uniforms or a VIP gift.
- Event / giveaway: wide size run, mass appeal, lower per-unit cost
- Retail drop: fashion fit, premium fabric, considered design
- Staff / uniform: durable, consistent, easy to reorder
- Gift / VIP: elevated packaging, higher per-unit, smaller run
- Lifestyle / brand-building: wearable without context, retail-grade
Tell your partner which one you're building. It shapes every other decision.
2. Quantity — and how firm is it?
Quantity is the single biggest driver of price, decoration options, and timeline. A 50-piece run and a 500-piece run are different conversations.
You don't need the exact number on day one, but give your partner a range — and tell them how flexible it is. "Somewhere between 200 and 400, leaning 300" is more useful than "around 500" if the real answer is 200.
Most partners have quantity thresholds that unlock options. Roughly how it works at LTD Customs — every project is quoted individually:
- Under 50: limited to stock blanks, heat transfer or DTG decoration
- 50–99: screen print and embroidery open up, good pricing tier
- 100+: fully-custom Workshop hats unlock
- 250+: better pricing on apparel, more decoration locations
- 500+: best per-unit, overseas custom garment builds possible
3. Timeline — when do you need it?
Two dates, not one: when do you need it in hand, and what's it for?
The event or deadline matters because it tells your partner where there's actual flex. "Need by June 1" might be immoveable because it's a festival. Or it might be your team's internal target with two weeks of buffer.
Rough timelines for reference — your quote will confirm exact dates:
- Stock apparel, screen printing or DTF: 2–3 weeks
- Stock hats, embroidery: 2–3 weeks
- Workshop custom hats: 4–6 weeks (air) / 8–10 weeks (sea)
- Fully-custom cut-and-sew apparel: 10–14 weeks
If your timeline is tight, say so upfront. Most good partners can rush — they just need to plan for it.
4. Design — what do you have, what do you need?
Be honest about where your design is. Options range from "we have final vector artwork" to "we have a logo and a vibe." Both are fine. Your partner just needs to know.
Ideal brief includes:
Design checklist
- Logo files (vector preferred — .ai, .eps, or .svg)
- Brand colours (Pantone or HEX)
- Reference images — hats, tees, or brands with a vibe you like
- Any colour / material preferences
- Where you want decoration (front, sleeve, back, closure, etc.)
If you don't have artwork yet, say so — most custom partners (us included) have in-house design. We'd rather help shape the design than redo bad artwork.
5. Budget — the part people hide
Every brand does this: they avoid talking budget because they think they'll get up-charged. In reality, no budget = slow back-and-forth while your partner guesses what tier to quote.
You don't need a precise number. A range and a per-unit target get your partner to a real answer faster. Something like:
"We've got ~$15K total, looking for 300 units, so roughly $50/piece all-in."
Now your partner can work backwards: is that a premium hoodie with embroidery? A hat with chenille detail? A tee with puff print? They'll tell you. Without a budget anchor, they just pick a tier and hope.
The 5-line brief that wins
If you strip all of that down, here's the minimum brief you should send any custom merch partner:
Copy this, fill it in
- What: [product type — hats, tees, hoodies, etc.]
- For: [event, retail drop, staff, gift, etc.]
- Quantity: [range — and how firm]
- Deadline: [in-hand date + what it's for]
- Budget: [total or per-unit target]
- Design: [where you're at — files, references, or starting from scratch]
That's it. Send that to any decent partner and you'll get a real quote back within 48 hours. Skip any of it, and you're guaranteed to add a week to the project.
One more thing: trust the pushback
A good merch partner will occasionally push back on your brief. They'll tell you your quantity is too low for what you want, or the fabric you picked isn't right for the print, or the timeline can't support what you're asking for.
That's not friction — that's value. The partners who nod and say yes to everything are the ones who deliver something off. The ones who say "that won't work, here's what will" are the ones who actually care whether the merch gets worn.
Pick the ones who push back. Your brand will end up on more people.
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