I’m excited to announce the official return of NovelTee Clothing Co., a brand I originally started in 2002 and have now revived with a completely new vision.
NovelTee began with a simple idea: clothing should be more than something you wear. It should say something about your personality, interests, humor, values, and the communities you belong to. More than two decades later, that idea still stands—but the possibilities have grown considerably.
Rather than simply reopening the original brand, I decided to rebuild NovelTee from the ground up. The result is a growing apparel company built around more than 25 individual brands and collections, each with its own identity, audience, visual style, and point of view.
These brands explore everything from humor, music, technology, gaming, and streetwear to pets, tattoos, mental health, patriotism, home décor, children’s apparel, and designs created for communities that are often overlooked by traditional clothing companies.
Some collections are loud and unapologetic. Others are subtle, thoughtful, nostalgic, strange, rebellious, or deeply personal. Together, they form a much larger creative universe than the original NovelTee could have been in 2002.
NovelTee products will be available through multiple online retail channels, with select exclusive products and collections planned for Walmart, Amazon, and Target. These retail exclusives will give each marketplace its own unique assortment while allowing NovelTee to reach customers wherever they prefer to shop.
Reviving the company has also provided an opportunity to combine creativity with the technology, automation, artificial intelligence, e-commerce, and digital production experience I have gained over the years. NovelTee is being developed not only as an apparel company, but as a modern creative platform capable of supporting a large and constantly evolving catalog of original ideas.
This is not simply a relaunch of an old website or the return of a familiar logo. It is the beginning of the next chapter.
There are already thousands of design concepts in development, new collections being planned, custom apparel services taking shape, and additional product categories being explored. Each brand will continue to grow independently while remaining part of the larger NovelTee Clothing family.
The original brand may have started in 2002, but it has returned with new energy, new technology, new designs, and a much bigger world to build.
Welcome back, NovelTee Clothing Co.
The story is just getting started.
*NovelTee Clothing Co. is an independent company and is not affiliated with, sponsored by, or endorsed by Walmart, Amazon, or Target.