Desteenation Shirt Company: Local to a T

You won't find tacky T's with unfunny sayings at this new T-shirt destination in Fremont. Rather, you'll find logo T-shirts sporting the original art from more than 90 (cool) independent businesses, all in one spot. "Real shirts from real places," as the shop's tagline says.

Owner Matt Morgan opened Desteenation Shirt Company early this month in a converted construction trailer. The decor is a kind of Hawaiian-surfer-meets-Fremont-quirky. The giant head of an aged wooden Tiki god presides over walls covered with T-shirts from small businesses in Seattle, California and Hawaii. Reclaimed wooden bleacher seats and an old high school library cart display men's and women's T-shirts. The initial response has been overwhelming and the screen printers (also located in Fremont) are furiously cranking out T's to keep up with demand.

Locals and visitors can conveniently scoop up their favorite T's from several establishments simultaneously — without having to flag down a barista, bartender or server. The shop stocks an abundance of sizes, from small to XXL. Some of the most popular T's include Ballard's Tractor Tavern, Fremont's Red Door Saloon, Hardwicks Hardware in the University District, the Little Red Hen in Green Lake and the Bad Juju Lounge on Capitol Hill. Each T-shirt comes with a brochure-size tag with a picture and description of the business — including its hours, a bit of its history and its contact information.

KATHY SCHULTZ

Morgan, a former graphic designer, built Web sites for such prominent local talents as Pearl Jam, Cameron Crowe, Death Cab for Cutie and Heart. In doing so, he not only honed his Web building skills but "learned how to sell T-shirts like nobody's business." Tired of seeing big business glorified on T-shirts, Morgan's motto is a simple one: "Re-brand America, brand local, support your own community." Desteenation partners itself with individual businesses that strike a chord in the hearts of locals.

T-shirts are $22 for men, $25 for women's short sleeve, $27 for women's long sleeve, and $40 for hoodies.

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