Our falconry clubs are made up of everything from 16 year old kids to elderly people on fixed incomes and never once have we had a single complaint that the shirts were too expensive. This shouldn't even be a consideration to a group of people that pay $100-$175 for a knife. I would be willing to bet if they opened a Cafe Press (or similar store) tomorrow, they would have 50 sales as quick as when one of the new "old style" Bonecutters and Ganga Rams show up on a DOTD!
HI can add any amount they want to the products. For instance they can put a default amount of $1 over cost for everything and make money for doing nothing. Or they could put as much on each item as they think the market will bear. They can also add nothing as some of our clubs do. It promotes our club to the outside world (advertising) and promotes unity within the group (loyal repeat customers). People love their club hats and shirts and virtually every person has more than a few and they wear them everywhere! So the dollar here and there that you could make isn't as important as the return.
By the way, I'm not say that Cafe Press is the only company out there or that they are the best. I just know from experience that they have a good product, fair price, fast shipping, great customer care and they take care of everything from A-Z. I also know that I have about 15-20 club T-shirts, sweat shirts, polos and hats lying around, along with a Kukri House t-shirt but I don't have a single product with an HI logo on it, and not by choice. Sounds like a business opportunity to me!
Bill
Virginia