The Yetee
The Yetee is a web store that offers an extensive collection of screen printed t-shirts with a focus on quality and affordable prices.
- Company typePrivate
- Founded2011
- HeadquartersAurora, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Yetee does
The Yetee is a privately held, founder-owned e-commerce business founded in 2011 and headquartered in Aurora, Illinois, that operates a daily limited-edition screen-printed t-shirt retail platform under the theyetee.com domain. The core product is a fresh t-shirt design released every 24 hours at $20 USD, sourced from a global network of independent artists who are compensated $2.25 per shirt sold and receive up to three free units of their design. Beyond the daily tee concept, the company operates a permanent storefront (YeteeMart) with 782+ products covering apparel, accessories, books, prints, hats, pins, and stickers, plus two physical-media sub-brands: Yetee Records and Superjumbo Records, which publish video game soundtracks, indie music, and anime soundtracks on vinyl, cassette, and CD with over 50 releases to date.
The Yetee monetizes through direct-to-consumer one-time apparel and physical media sales, supplemented by licensed merchandise partnerships with major indie game franchises including Stardew Valley (ConcernedApe), Hollow Knight (Team Cherry), Celeste (Maddy Makes Games), and legacy publisher Konami, plus a strategic co-development relationship with iam8bit for premium vinyl releases. Pricing is structured across three tiers: standard $20 daily tees and apparel, $3-$7 mystery tees, and $15-$180 collectible vinyl records and soundtracks. Marketing relies on a daily newsletter, social media, gaming-event sponsorships (Zeldathon, Games Done Quick, RPG Limit Break), and a community of artists and collectors. The Yetee Cryptid Club rewards program and a charitable giving program (over $3.3 million donated cumulatively) reinforce community engagement. The company is bootstrapped, with no external investors, acquisition activity, or public listing disclosed.
The Yetee firmographics
Firmographics- Name
- The Yetee
- Legal name
- The Yetee LLC
- Website
- https://theyetee.com/
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Yetee is a web store that offers an extensive collection of screen printed t-shirts with a focus on quality and affordable prices.
- Ownership category
- akta.pro rank
The Yetee industry classification
Industry- Product category
- Apparel & Pop Culture Merchandise
- NAICS
- Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Retail-Record & Prerecorded Tape Stores (5735)
- akta.pro primary industry
- Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ)
- akta.pro secondary industry
- Recorded Music Retail & D2C Merch Bundles (MPAIAAAF)
Keywords
Where The Yetee is headquartered
LocationHeadquarters
- HQ city
- Aurora
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Yetee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others, Technology or R&D
Revenue model
- Apparel Sales: Sale of screen-printed t-shirts, hoodies, accessories, and collectible merchandise through theyetee.com e-commerce platform
- Yetee Records / Superjumbo Records: Physical media sales including vinyl records, cassettes, and CDs featuring video game soundtracks, indie music, and anime soundtracks. The company publishes VGM soundtracks on vinyl through Yetee Records and broader music through Superjumbo Records.
- Artist Design Licensing: The company licenses artwork from independent artists, paying them per-item sold. Artists receive $2.25 per shirt sold while The Yetee sells designs for $18.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Daily Tee - Unisex/Men's |
| Unit Pricing | Pay-as-you-go | Mystery Tees |
| One time/ perpetual license | Pay-as-you-go | Limited Edition Collectible Tees |
| One time/ perpetual license | Pay-as-you-go | Premium Brand Collaboration Tees |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
The Yetee product offering
Product offeringCore offering
The Yetee is a direct-to-consumer e-commerce retailer that sells limited-edition screen-printed apparel, accessories, collectibles, and physical music media (vinyl, cassette, CD) primarily targeted at video game fans and pop culture enthusiasts. Its signature offering is a daily limited-edition t-shirt drop at $20 per design featuring artwork from independent artists worldwide, supplemented by a permanent merchandise storefront (YeteeMart with 782+ products) and licensed video game franchise collections (Stardew Valley, Hollow Knight, Celeste, Konami). It also publishes video game soundtracks and indie music on vinyl through its Yetee Records and Superjumbo Records imprints.
Product overview
The Yetee is an e-commerce platform offering limited-edition and permanent merchandise across multiple channels. The core offering consists of Daily Tees (new t-shirt designs released every 24 hours at $20 from independent artists) and YeteeMart (a permanent storefront with 782+ items spanning apparel, accessories, books, prints, hats, and music). The company operates two music-focused sub-brands: Yetee Records (video game soundtracks on vinyl/cassette/CD) and Superjumbo Records (expanded vinyl catalog including anime, manga, and premium collector variants). Additional offerings include Stickermoon (jumbo stickers and pins), the Yetee Cryptid Club loyalty program, and licensed merchandise collections for video game franchises. The platform supports artist submissions and ships all products from Aurora, Illinois. With over 14 years in operation, The Yetee has donated over $3.3 million to charitable organizations including Doctors Without Borders, Prevent Cancer Foundation, St. Jude Children's Research Hospital, and The Trevor Project.
Differentiator
Problem solved
Functional benefit
Brands
- Yetee Records: Vinyl record and soundtrack publishing division of The Yetee LLC, specializing in video game soundtracks and indie music releases
- Superjumbo Records
- Stickermoon
Products and services
- Daily Tees Limited-edition screen-printed t-shirts priced at $20 each, featuring original artwork from independent artists worldwide. A new design is released every 24 hours and available only for that day, creating urgency and collectibility. Available across unisex, ladies', tank top, and sweatshirt garment types.
- YeteeMart Permanent e-commerce storefront offering 782+ products spanning apparel (t-shirts, hoodies, tank tops, sweatshirts), accessories (bags, pins, stickers, mugs, plush toys), books and prints, hats, and music from various video game and entertainment properties.
- Yetee Records Vinyl record imprint specializing in video game soundtracks from indie games, Konami Classics (Gradius III, Bio Miracle Bokutte Upa!), and independent musicians. Features over 50 releases including game soundtracks on vinyl, cassettes, and CDs, with digital download codes included.
- Superjumbo Records Premium vinyl record brand featuring licensed video game soundtracks, anime music, and Studio Ghibli vinyl collection. Includes premium collector variants, import soundtracks, and exclusive color variants. Ships from Aurora, Illinois.
- Stickermoon Sticker and enamel pin sub-brand featuring 35+ jumbo vinyl stickers and pins from various artists including Byron B, K_Duffles, Miski, and paperbeatsscissors. Includes sticker books and enamel pins priced at $5-$12.
- Official Video Game Collections Licensed merchandise collections for video game properties including Stardew Valley, Hollow Knight & Silksong, Monster Hunter, Mega Man, Darkest Dungeon, Street Fighter, Jet Set Radio, Golden Axe, Celeste, In Stars and Time, 1000xRESIST, Unbeatable, and 1000 Dead Draculas, with apparel, pins, prints, plush toys, and soundtrack releases.
- Celeste Plush First-ever official plush of the hit indie game Celeste. Designed by K Duffles, the 7-inch bunny plush is produced in partnership with Usagi Shima and ships from Yetee HQ.
- TRANS RIGHTS Tee Community-designed t-shirt supporting transgender rights; $6 from every $20 sale is donated directly to Transgender Law Center. Designed by K Duffles.
Companies that use The Yetee
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
The Yetee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
The Yetee partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Doctors Without BorderscoreCharitable partner receiving donations from The Yetee's profits. The company has donated over $3.3 million to various charitable organizations including this medical humanitarian organization.
- Prevent Cancer FoundationcoreCharitable partner receiving donations from The Yetee's profits as part of their community giving initiative.
- St. Jude Children's Research HospitalcoreCharitable partner receiving donations from The Yetee's profits supporting pediatric cancer research and treatment.
- The Trevor ProjectcoreLGBTQ+ suicide prevention organization receiving donations from The Yetee's profits. The company also sells TRANS RIGHTS merchandise with $6 per tee donated.
- Direct ReliefminorMedical supply organization receiving charitable donations from The Yetee as part of their community giving program.
- Help Hope LifeminorCharitable partner receiving donations from The Yetee's profits as part of their multi-charity initiative.
- ZeldathonminorGaming marathon event sponsored by The Yetee, providing merchandise support and visibility to the gaming community.
- Games Done QuickminorSpeedrunning marathon event sponsored by The Yetee, reaching a large audience of video game enthusiasts.
- RPG Limit BreakminorRPG-focused gaming marathon event sponsored by The Yetee for community engagement and brand visibility.
- Transgender Law Centercore$6 from every TRANS RIGHTS tee sold ($20) goes directly to the Transgender Law Center, supporting their mission to fight for transgender rights nationwide.
- Stardew ValleycoreOfficial merchandise licensing partnership with ConcernedApe for Stardew Valley branded apparel, prints, accessories, and soundtrack releases including cassettes and vinyl.
- Hollow Knight / Team CherrycoreOfficial merchandise licensing for Hollow Knight and upcoming Silksong featuring apparel, pins, prints, and collectibles.
- Celeste / Maddy Makes GamescoreOfficial merchandise licensing for Celeste featuring plush toys, soundtrack releases, and apparel with designs by K Duffles.
- KonamicoreLicensed releases of Konami video game soundtracks including Gradius III and Bio Miracle Bokutte Upa! through Yetee Records.
- iam8bitcoreCollaboration partner for video game soundtrack vinyl releases including Warframe, Shadow of the Colossus, and The Last Guardian through Superjumbo Records.
- Lena RainecoreFeatured composer for Yetee Records releases including Moonglow Bay Original Soundtrack (3xLP) and Prescription for Sleep: Celeste collaboration.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
The Yetee competitors and assessment
Company assessmentDirect peers
- Fangamer: Fangamer is a direct competitor producing officially licensed apparel, plush, and collectibles for the same indie games The Yetee serves (Stardew Valley, Hollow Knight, Celeste). They overlap almost entirely on product category, target customer, and licensing relationships.
- Mondo: Mondo is a leading vinyl soundtrack and collectibles label focused on film, TV, and video game music. It directly competes with Yetee Records and Superjumbo Records in the premium video game and anime vinyl category.
- iam8bit: iam8bit is both a collaborator (released Warframe, Shadow of the Colossus, The Last Guardian vinyl with Yetee) and a direct competitor in video game vinyl soundtracks, collector variants, and licensed merch bundles.
- J!NX: J!NX produces video game-themed apparel, plush, and collectibles across many of the same franchises as The Yetee. They compete head-to-head on officially licensed gaming merchandise for major and indie titles.
- Insert Coin: Insert Coin is a UK-based gaming apparel brand selling video game and pop culture t-shirts, hoodies, and accessories. It targets the same gaming enthusiast demographic with similar licensed and designer-driven products.
Emerging players
- Fang: Fang is a smaller indie gaming merchandise retailer with apparel and collectibles for classic and indie titles. Comparable on niche gaming merch focus but smaller scale and assortment.
Broad incumbents
- Hot Topic: Hot Topic is a broad pop culture retailer carrying gaming, anime, and geek apparel at scale. It competes with The Yetee on everyday gaming and anime merch at lower price points and mainstream retail presence.
- BoxLunch: BoxLunch is a pop culture retailer with a wide assortment of licensed apparel, accessories, and collectibles across gaming, anime, and entertainment. It overlaps with The Yetee on giftable geek merchandise.
- Forbidden Planet: Forbidden Planet is a UK-based entertainment merchandise chain selling collectibles, apparel, and graphic novels. It competes on the same fan-driven merchandise category, primarily in the UK and Europe.
- Titan Books / Titan Merchandise: Titan produces licensed pop culture merchandise, art prints, and collectibles across gaming, film, and TV. It is a relevant comparator on licensed merch production and distribution at larger scale than The Yetee.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Yetee social profiles
Digital presenceThe Yetee financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Yetee leadership team
Management profileNumber of profiles
Profiles2 records
The Yetee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Yetee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Yetee
What does The Yetee do?
The Yetee is a direct-to-consumer e-commerce retailer that sells limited-edition screen-printed apparel, accessories, collectibles, and physical music media (vinyl, cassette, CD) primarily targeted at video game fans and pop culture enthusiasts. Its signature offering is a daily limited-edition t-shirt drop at $20 per design featuring artwork from independent artists worldwide, supplemented by a permanent merchandise storefront (YeteeMart with 782+ products) and licensed video game franchise collections (Stardew Valley, Hollow Knight, Celeste, Konami). It also publishes video game soundtracks and indie music on vinyl through its Yetee Records and Superjumbo Records imprints.
Is The Yetee a public or private company?
The Yetee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Yetee founded?
The Yetee was founded in 2011. It employs 11 to 50 people.
Where is The Yetee based?
The Yetee is headquartered in Aurora, United States, in the North America region.
How does The Yetee make money?
Three revenue lines are on record. Apparel Sales are the primary driver. The others are yetee Records / Superjumbo Records and artist Design Licensing.
Who are The Yetee's main competitors?
Direct peers on record are Fangamer, Mondo, iam8bit, J!NX and Insert Coin. Fang is listed as an emerging player. Broad incumbents are Hot Topic, BoxLunch, Forbidden Planet and Titan Books / Titan Merchandise.
Does The Yetee have an API?
No public API is recorded for The Yetee.
What industry is The Yetee in?
The Yetee's product category is Apparel & Pop Culture Merchandise. Its primary akta.pro industry code is CRALAGAJ, Entertainment Memorabilia Retail (Film/TV/Music), with a secondary code of MPAIAAAF, Recorded Music Retail & D2C Merch Bundles. Its NAICS code is 45912 and its SIC code is 5945.