How psychedelic streetwear brand Phantasmagorical sold 450+ shirts with Tapstitch

Russell Souder created Phantasmagorical to fill a gap in the market - premium psychedelic streetwear that didn’t feel cheap or disposable. With an eye for design and a commitment to quality, he’s building a brand that stands out in a sea of generic festival gear.

Drawn to psychedelic art and counterculture, Russell identified a problem in the clothing market: low-quality designs, cheap materials, and brands that felt stuck in a Gen Z rave aesthetic.

"I wanted to create something different, that actually felt premium. A brand with thoughtful design, premium quality, and a deeper meaning: not just glow sticks and AI-generated graphics."

So, he set out to create the kind of brand he wished existed.

From day one, the brand focused on thoughtful design, premium materials, and a commitment to showcasing real artists. Russell partnered with undiscovered psychedelic artists, giving their work a platform while creating wearable, conversation-starting streetwear.

Phantasmagorical quickly found a passionate audience. But with quality and authenticity as top priorities, Russell knew he needed a production partner that could deliver on both.

Why build a clothing brand?

For Russell, starting Phantasmagorical wasn’t just about launching a clothing brand - it was about reclaiming his creativity.

“This has really been the first creative outlet I’ve had as an adult. You grow up, step into the corporate world, and a lot of that gets taken away - just like team sports and other things you used to love,” he shares.

After years in tech sales, navigating layoffs and feeling at the mercy of other people’s business decisions, Russell knew he wanted something different. Instead of jumping back into another corporate role, he took control of his future.

Phantasmagorical became his way to build something of his own, combining his love for psychedelic art with high-quality streetwear, while giving other artists a platform to share their work.

The challenge: a market full of cheap, generic options

Russell wasn’t just selling t-shirts. He was building a premium brand. And to do that, he needed clothing that felt as good as it looked.

“The market was flooded with cheap polyester shirts that felt disposable. That wasn’t my brand. I wanted streetwear-style fits with premium fabrics.”

Most options in the space catered to Gen Z festival-goers. But what about the people who had been in the scene for years? Russell wanted to build something more mature, for people who appreciated quality, creativity, and streetwear aesthetics.

He sampled some traditional print on demand platforms, but they came with their own set of challenges:

• Boring blanks that lacked personality and quality

• Small print areas that didn’t suit his bold, detailed designs

• Low-quality prints that didn’t hold up over time

Russell needed fashion-forward, high-quality garments that matched his vision. But the right production partner seemed impossible to find.

If Phantasmagorical was going to be different, he needed better quality, better fits, and a production partner who actually understood fashion.

That’s when he found Tapstitch.

The solution: premium print on demand

Russell wasn’t just looking for any print on demand supplier. He needed one that understood quality.

That’s why he started using Tapstitch.

The market is full of POD companies, but the problem is, most of them are very generic. They offer the same cheap t-shirts with small print areas, and the quality can be hit or miss.

Unlike most POD companies, Tapstitch is built for premium brands looking for high-quality, fashion-forward apparel.

• Blanks with personality – Not just standard tees, but stylish, well-fitting garments.

• High-end printing – Vibrant, crisp designs that show off his artwork.

• Premium quality fabrics – Customers rave about the comfort and durability.

"Tapstitch has such a broad catalog of fashion-forward t-shirts that I'm able to test out what my audience actually wants. I'm still building the brand, and Tapstitch's garments help me to differentiate Phantasmagorical with quality and mature streetwear appeal."

‍The results: $17K in sales & a growing community

Since launching with Tapstitch, Phantasmagorical has sold over 450 t-shirts. The biggest validation of Phantasmagorical’s success? The response from customers.

Every order proves that people aren’t just buying a t-shirt. They’re buying into Phantasmagorical's vision.

Key wins since partnering with Tapstitch:

‍• $17K+ in sales within the first year

• Hundreds of happy customers with glowing feedback

• Authenticity-driven growth with NFL players and DJs finding and wearing the brand organically

Russell knew that if he wanted Phantasmagorical to thrive, he had to build a brand.

“If you don’t build value into your pricing and create a brand people believe in, you won’t be able to charge the margins you need to make it successful,” Russell explains.

That’s why he focused on premium quality from day one. Tapstitch made it possible by providing stylish, well-fitting blanks that felt as good as they looked. And customers noticed.

Phantasmagorical’s best-selling garment? Tapstitch's Fluffy Vintage T-Shirt – a heavyweight, ultra-soft tee that delivers both comfort and style.

“I literally can’t wear one of my shirts in public without getting multiple compliments. That’s what keeps me going - I know I’m onto something.”

Looking ahead: scaling with Tapstitch

The next step for Phantasmagorical? More growth, more reach, and even better products.

With a strong foundation in place, Russell is continuing to refine his marketing strategy, grow his audience, and expand Phantasmagorical into a leading name in his niche.

Russell isn’t just selling shirts. He’s creating a movement in psychedelic fashion.

• Expanding designs to continue refining the brand’s aesthetic

• Scaling marketing to reach a wider audience

• Exploring new product categories beyond t-shirts

One thing’s clear. Russell has found his niche, and Tapstitch is helping him own it.

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Want to build your own apparel brand?

Tapstitch makes it easy to create high-quality, fashion-forward apparel - without the upfront costs.

Join brands like Phantasmagorical and start selling custom streetwear today.