What do you look for in a strong opening line?

Posted June 22nd, 2012 by HaydnChapman

I've always wondered that since Emptees. It seems to be a love-hate relationship with opening lines, and the only thing I've seen never change in between them is cohesiveness of the designs. When I look at opening lines, I personally like a more simplistic yet eye catching designs, preferably not screen printed, and a "look book" (by this I mean, they usually have a picture of people out in the world wearing designs) that doesn't shout amateur.

So I wonder, for you, what would make a great opening line? The colors of the t-shirts? The idea/story behind the name? What really makes you guys look at a line and say "Damn, that's great".