>>16392512A key part of this is AEW doesn't understand how to make merchandise people want to buy. You mentioned Damian Priest, his gear is either goth or Puerto Rico inspired, this appeals to those demos as well as wrestling fans, when AEW makes a t-shirt they slap some phrases or design on it that has no relevance to a casual fan or person passing you on the street. I have second hand embarrassment for the Okada shirt particularly.