For the last 13 years, Peter Lundgren has been mixing magazines with t-shirts: each ‘issue’ of T-Post is a high quality, ethically produced t-shirt with a graphic on the front and a story printed inside. He runs his apparel publishing empire from Umea in northern Sweden, but we lured him down to speak at this year’s EDCH conference in Munich, so I caught up with him there to record this podcast conversation and find out about how he reaches new customers, how marketing has changed over the last 13 years, and why ethical choices need to be visible.