I love 200 Nipples (It’s t-shirts, people, nothin’ creepy.)

I read Seth Godin’s blog. I find its tone funny, irritated, exasperated, wry, optimistic and helpful in just the right amounts. And he’s always on the look-out for new, interesting, different and useful ‘web stuff’ to direct readers to. Yesterday he directed me to 200 Nipples.

This is a truly well thought-out concept. The Brief Rundown: Exclusive artwork printed on tees. Limited edition runs of 100 shirts, each labelled with its number (i.e. Shirt #35 has the number 35 printed on the collar). Each shirt costs the amount printed on its collar (i.e. Shirt #35 costs $35).

This was my comment:

Aili Says:
July 12th, 2008

This is a BEAUTIFUL idea, and such a thoughtful, ‘out of the box’ piece of marketing. You feel like real people who are enthusiastic about this cool concept that you came up with, and your excitement is such an asset.

But you haven’t left it at the ‘enthusiastic amateurs who have forgotten that they’re trying to earn a living’ level. There is a cleanness and clearness about your website and the ‘concept’ which makes it easy to ‘get’.

And you have a built-in market economy with the simplicity of the pricing structure that reflects the cost vs scarcity equation. And a business model that drives demand (’Quick! The longer you delay about buying a design the more you’ll have to pay.’). And it’s Real Art! On a t-shirt! In strictly limited quantities!

I’m looking forward to watching the new designs as they come out, and maybe buying if one catches my eye. *smile* I wish you so much luck )

And then, I found a reply in my email inbox from Wade:


Wow! Your kind words blew me away. We’ve put so much hard work and thought into the site. You made my day.

Anyway, just wanted to say thanks. (And then there was some stuff about a coupon code.)

And so I replied:

Dear Wade,

You are so welcome 🙂

I don’t often comment on blogs or websites, but when I do, it’s because there’s something special there. You guys have an excellent, elegant marketing concept, even down to the website name (intriguing, slightly eyebrow-raising, but entirely appropriate).

And I enjoyed your FAQ – just the right amount of ironic wackiness, but also answering questions clearly. And you’ve made it so easy for people to subscribe to your feeds. And you’ve got this excellent count-down on the shirt-numbers so we can watch people actually thinking about buying. And you’ve made the buying process so visual – people can choose the number they want rather than simply getting the next one in line (for example, someone chose to spend MORE THAN THEY HAD TO (amazing) just to buy shirt #69 (no surprises on the number they chose, you’ll prob’ly always sell out of that one pretty quickly).

Again, beautiful concept. Congratulations. And thanks for the personal email response – those things make a difference 🙂


This is a website that I’ll be watching – not only to check out new designs, but to watch their progress as they (hopefully) become something huge.


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