they didn't set the price. Its an independent producer of the line and T11 got the exclusive rights to be the only other retailer of the line and they actually got a discount.... soooo yeaaaahhh.. maybe look around and research before casting stones...
The fashion industry is completely different world and culture. People would ask why a cheap gimmick made of arts and crafts costs so much for us, if they were on the outside looking in.
Perhaps Theory11 could utilize the T-shirts as bonuses during a X-mas sale event. You know how E does, when you spend $100, that puts you at a certain tier for a certain bonus gift, When you spend $200, that gets you something even nicer. That is what I would do if they have a supply of them just sitting because nobody wants to spend that kind of money on them.