Feature

Issue No. 42 - August/September 2008

Keep your shirt on

It has taken almost 30 years for T-shirt City to become an overnight success, but the 2007 Fast Mover finallist has done it - and the hard way, making its impression in the notoriously tough clothing sector.

T-shirt City was founded in 1981 by Tim Knight and business partner Victor George O’Donnell as a small T-shirt outlet at 46 King William street Adelaide.

“Through the high demand and flexibility of our process, we opened a second store at 82 Hindley Street with the intention of screen printing our own T-shirts,� Tim says.

“The Hindley street addition proving to be a good mix enabled us to create an upstairs screen printing and art studio. The fad of instant printing on T-shirts was the guiding idea and branding was becoming more and more a worldwide marketing tool.�

While the essence of a dominant business idea was embedded in the business, it took a moment of revelation for the partners to make the changes needed for serious success.

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