You wouldn't ask Armani

Customers ask us sometimes if we can print them a custom shirt.

This is what I don't say: "Who do you think we are? Do you think that GMtee buys blank shirts and prints them to order in our back room? You wouldn't ask Armani to knock you up a special shirt, would you?"

Of course I reply politely. The rules of customer service forbid me from speaking my mind. I explain that GMtee designs and retails but we do not manufacture.

It's our fault. Apparently GMtee looks like a shop that prints up shirts and flogs them on the internet.

And that's why we're investing time and money in a new look for our website.