statements like this are not always true.You have to make people want to represent your shit because they either relate, support, value or look up to the shit you represent... If you are only making tees without a personal connection to the costumer, you might as well post them up on threadless where people are only buying a design, not a "lifestyle".
they sound great! ......but in reality, some people buy a tee because of lifestyle...and some buy just because it looks dope. some consumers want a personal connection to a brand, and some want a good looking design.
these general, feel good, pep talk statements don't always apply.