Like you, I don't understand $22 t-shirts. That offends my sensibilities just typing it. Don't even get me started on $600 dollar jackets that aren't as good as the $200 jackets at Wilson's leather.
Back in the 90's the local HD dealer for central Fl was "Dick Farmer". All the dealer shirts had huge lettering above their logo:
"DICK FARMER'S H-D"
If you owned one, you wore it inside out. :-)