You need a niche, not a brand, for print-on-demand merch

A common misconception is that you need an established brand before selling print-on-demand merchandise. Lauren Landers Sailing makes the distinction clearly: you do not need a brand, but you do want a niche. Her niche is sailing, and most of her merch reflects that because it is the world she lives and works in. Leaning into a specific niche means your designs are relevant to a ready audience, and you can move quickly on trending topics within that space. A brand can develop over time, but a focused niche is what actually drives early product ideas and sales.