If you want campus merch that actually gets worn, it cannot feel like a giveaway.
It has to feel like identity. That is why the “Western Spirit” lifestyle tee for Pepperdine Waves was built around culture first, then branding. We leaned into a look students already love, then fused it with the Waves energy in a way that felt effortless, not forced.
Project Snapshot: A Western-Inspired Tee Built for Campus Pride
This project was a classic “make it wearable” challenge. The goal was not to create another loud, game-day-only shirt. It was to create a tee students would throw on for class, coffee runs, sunset hangs, and yes, big matchups too.
Pro-tip: If you want real adoption, start by answering one question before you sketch anything: Where will this be worn on a Tuesday, not just on a Saturday? That single filter will change your design decisions instantly.
The Creative Direction: Classic Western Style Meets “Waves” Identity
Western is not just a trend; it is a vibe shorthand. It signals confidence, nostalgia, and personality. So we centered the design around a cowboy hat graphic, then brought it back to Pepperdine with bold “Waves” typography that felt collegiate but current.
The key was balance:
- Western illustration that reads “lifestyle”
- Clean, bold type that reads “school pride”
- A layout that feels intentional, not cluttered
Pro-tip: When you blend two styles, let one do the talking and one do the anchoring. In this case, the hat sets the mood, and the Waves typography locks the identity.
What Made It “Lifestyle” Merch, Not Just Game-Day Merch
Lifestyle merch lives or dies on one thing: styling versatility. The tee had to work with denim, cargos, shorts, and a hoodie layered over it. It needed to look good on its own and still make sense in a fit check.
To keep it lifestyle:
- The graphic concept stayed clean and wearable
- The branding felt like a design choice, not a logo placement
- The overall vibe matched what students already wear
Pro-tip: Think “outfit compatibility.” If it only works with one look, it is not lifestyle. The best campus tees work with five outfits minimum.
Design Breakdown: Graphic Elements That Feel On-Brand
Here is what makes a graphic feel on-brand without screaming “merch”:
- A hero element with personality (the cowboy hat illustration)
- Typography that matches the school’s energy (bold Waves type that feels confident and athletic)
- Whitespace that lets the design breathe (clean composition over clutter)
This is where a lot of spirit wear misses. Schools sometimes try to add everything: mascots, dates, slogans, locations, sponsors. That turns a tee into a flyer.
Pro-tip: Pick one story per shirt. If you want to tell five stories, that is five SKUs, not one design.
Location Matters: Tying the Story to Place and Tradition
We anchored the storytelling in place, using a Firestone Fieldhouse backdrop to connect the tee to real Pepperdine tradition. Students do not fall in love with “a product.” They fall in love with what it represents. A recognizable campus setting turns a design into a memory.
If you are building campus merch content, prioritize:
- One iconic campus location (fieldhouse, stadium, library steps, ocean view spots)
- Real, natural lighting
- Movement shots, not just posed product holds
Pro-tip: Shoot the tee where the community actually gathers. It makes the merch feel earned, not manufactured. If you want to reference Firestone Fieldhouse in your own storytelling, use an official facility page like Pepperdine Athletics’ Firestone Fieldhouse overview as a context link for readers.
The Audience: Students and Fans Who Want Fresh Spirit Wear
The audience was not one-dimensional. It was:
- Students who want something stylish enough to wear off campus
- Fans and alumni who want gear that feels modern
- The broader university community that wants pride without looking like they are wearing a jersey to brunch
When you design for “everyone,” you usually design for no one. We focused on the most style-aware segment first, because that is who sets what becomes popular on campus. Once they buy in, everyone else follows.
Pro-tip: Build your first concepts for the students who care most about style. If they approve, your adoption curve gets way easier.
Why This Merch Worked: Authenticity, Style, and Cultural Fit
This tee worked because it felt authentic to how campus culture actually moves:
- It matched a real aesthetic students already love
- It still carried Waves identity clearly
- It felt like a lifestyle drop, not an athletics freebie
If you want to go one step deeper, pair your apparel strategy with items that match the same energy. For athletic departments and student sections, you can build cohesive “spirit kits” around the main tee, like custom football towels that keep the look consistent from the stands to the content.
Pro-tip: Lifestyle merch wins when it feels like something you would buy even if it did not have a school name on it. The school identity should elevate the design, not carry it.
Social Amplification: Turning a Portfolio Piece Into Shareable Content
A lifestyle tee needs lifestyle content. That means video-first, student-first, and platform-native. The goal is not a polished commercial. The goal is something that looks like it belongs in a student’s camera roll.
Content ideas that consistently hit:
- “Outfit of the day” featuring the tee
- Quick transitions: hoodie on, hoodie off, tee reveal
- Behind-the-scenes: design sketches, print day, photoshoot moments
- Micro interviews: “What does Western spirit mean to you at Pepperdine?”
Pro tip: Create content that looks natural on TikTok and Instagram Reels. If you are running paid, use TikTok’s own creative best practices to keep it vertical, hook fast, and feel native to the platform. For reader context, linking to TikTok’s Creative Best Practices guide is a clean way to show what “platform-native” actually means.
And yes, we love turning it into a shareable portfolio moment too. Tag it, clip it, and build a highlight sequence around it. That is how a single tee becomes a brand asset.
Takeaways for Schools and Event Teams: How to Replicate the Approach
If you want to replicate this approach for your school, athletics program, or event team, here is the playbook:
- Start with a real campus aesthetic. Pick a style students already wear (Western, vintage athletic, surf, minimalist, streetwear).
- Fuse it with identity, not logos. Use typography, symbols, and design language that feels intentional.
- Design for Tuesday. If it does not work for everyday wear, it will not become a favorite.
- Choose one story per design. Keep it clean, let it breathe.
- Shoot it on campus. Tie it to place and tradition. That is what makes it feel real.
- Build a kit, not a single item. Pair apparel with smart add-ons. For dorm life and student lounges, items like pillows for events can turn spirit wear into a full lifestyle moment.
Pro-tip: Want your merch to spread faster? Seed early units with the most style-forward student groups and campus creators. They set the tone. Everyone else follows.
About JNP Merchandising and the “Merchandise Miracle Makers” Approach
At JNP Merchandising, we build merch the way culture actually works: identity first, design second, distribution and content right behind it. That is the “Merchandise Miracle Makers” approach. We do not just deliver products. We help teams create drops that feel current, wearable, and worth posting.
If you want a proof point beyond this project, check out our community case study on how we supported Wesleyan University’s 2022 NESCAC Men’s Basketball Champions with totes and shirts for players and families. Different audience, same principle: make it meaningful, make it usable, make it look good.
When you treat spirit wear like real lifestyle apparel, you stop competing with “free tees” and start building pieces people choose. That is how campus culture turns into wearable merch.
