INTRODUCTION
You’re about to order custom t-shirts.
The supplier asks:
“Do you want 220 or 240 GSM?”
And suddenly you’re stuck.
Here’s the twist:
Most business owners choose based on price not strategy.
And that decision can quietly affect:
- Your brand positioning
- Your print quality
- Your customer retention
- Your profit margins
The #1 mistake?
Thinking higher GSM automatically means better quality.
Let’s break this down properly so you choose based on purpose, not guesswork.
Because if you wait, your competitor might already be using the smarter fabric strategy.
What Does 220 vs 240 GSM Mean?
GSM stands for Grams per Square Metre it measures fabric weight and thickness.
- 220 GSM = Mid-heavy premium feel
- 240 GSM = Heavyweight, luxury feel
Higher GSM = thicker and denser fabric.
But better? Not always.
It depends on your goal.
Key Questions People Ask
Is 220 GSM good quality for t-shirts?
Yes absolutely.
220 GSM is considered premium midweight fabric. It offers:
- Strong durability
- Good breathability
- Excellent print results
- Comfortable everyday wear
Many growing streetwear brands use 220 GSM for balance.
Is 240 GSM better than 220 GSM?
Better for what?
240 GSM is:
- Thicker
- More structured
- Heavier
- More “luxury” feeling
But in hot weather? It can feel too warm.
What GSM do luxury brands use?
High-end streetwear brands often use:
- 240 GSM
- 260 GSM
- Even 300 GSM for oversized drops
Why? Structure + premium perception.
Authority insight: Fabric weight influences how expensive your brand feels.
Which GSM is best for printing?
For printing businesses:
| Printing Method | Best GSM |
|---|---|
| Screen Printing | 220 or 240 |
| DTF Printing | 220 GSM easier handling |
| Embroidery | 240 GSM holds shape better |
If you want cleaner prints with easier production 220 GSM is usually more practical.
5 Benefits
- 220 GSM = Breathable comfort → Prevents customer complaints in summer
- 240 GSM = Premium weight → Avoids “cheap brand” perception
- 220 GSM = Lower cost → Protects your margins
- 240 GSM = Better structure → Stops oversized tees from sagging
- Right GSM choice = Strong brand identity → Prevents inconsistent collections
Fabric is branding.
And branding is profit.
Pricing & Positioning Comparison
| Feature | 220 GSM | 240 GSM |
|---|---|---|
| Feel | Premium | Luxury Heavy |
| Breathability | Good | Moderate |
| Cost | Lower | Higher |
| Best For | Everyday streetwear | High-end drops |
| Print Handling | Easier | Slightly firmer |
Before: Guessing based on price
After: Choosing based on brand strategy
Bridge: Understanding fabric psychology
The #1 Mistake Brands Make
They choose 240 GSM because it sounds “better”.
But here’s what most business owners don’t realise:
If your audience lives in warm climates, heavier fabric can reduce repeat purchases.
That means:
- Lower comfort
- Lower satisfaction
- Lower retention
And retention is where real profit lives.
Expert Tip: Choose Based on Your Brand Positioning
Ask yourself:
Are you selling:
- Affordable premium everyday wear? → 220 GSM
- High-end limited drops? → 240 GSM
- Oversized structured fits? → 240 GSM
- Comfortable all-season tees? → 220 GSM
If you’re also investing in professional branding and print quality, make sure your fabric aligns with your positioning.
Because everything in branding must feel consistent.
Final Thoughts: So Which Is Better?
220 vs 240 GSM isn’t about “better”.
It’s about strategy.
220 GSM = Smart, balanced, profitable.
240 GSM = Bold, structured, premium feel.
Before: Confused about fabric weight.
After: Choosing based on brand identity and customer experience.
And remember…
If you delay upgrading your fabric quality, your competitor might already be building stronger brand perception.