I remember the first time I saw a Cleetus McFarland burnout shirt at a grassroots drag race. It was a simple screen print on a black Gildan - the kind of shirt you'd wear until the collar frayed. That was back in 2017, and the "Cleetus" logo was barely legible. But the people wearing those shirts? They weren't just fans. They were part of something early, something that felt like a secret club.
That's the problem most people face when they start digging into Cleetus McFarland merchandise history. The story is scattered across forum posts, YouTube comments, and grainy Facebook photos. You hear about the legendary Silver Snapback, the "Burnout" hoodie, and the "Send It" tee, but nobody ever explains how they all fit together. This post fills that gap. I'll walk you through the evolution from bootleg-quality prints to the polished drops you see today.
The Early Days: How Cleetus Merch Started
Cleetus McFarland launched his YouTube channel in 2016, focusing on burnout competitions and drag racing. The first merchandise wasn't planned. It was a reaction to demand. After his "1,000 HP Burnout" video went viral in early 2017, viewers started asking for shirts. So Cleetus and his team ordered a run of 50 black tees with a simple white logo - the same font used on his channel banner.
The First Print Run
Those initial shirts were printed at a local shop in Bradenton, Florida. Each one cost about $8 to produce and sold for $20. They sold out in three days. The second run was 200 shirts. Gone in a week. By the end of 2017, Cleetus merch was a steady revenue stream, but it wasn't the focus. The designs were bare-bones: a logo, maybe a silhouette of a car doing a burnout.
Lessons Learned Early
- Quality mattered more than complexity - early shirts used cheap blanks that shrank after one wash. Fans complained. The team switched to heavier 6oz cotton by late 2017.
- Limited drops built hype - scarcity worked unintentionally. Each run was small because they couldn't afford large inventory. That created a "get it or regret it" culture.
- Fan feedback shaped everything - the first design change came from comments. People wanted more color options. The second run offered black, grey, and white.
The Iconic Silver Snapback Phenomenon
If one piece of Cleetus merch defines the brand, it's the Silver Snapback. Released in early 2018, the hat featured a metallic silver front panel with a black brim and a simple "CFM" (Cleetus McFarland) embroidery. It wasn't flashy. It wasn't loud. But it was unmistakable.
Why It Took Off
The Silver Snapback became a status symbol in the automotive community. You couldn't buy it online initially - you had to buy it at events. That exclusivity made it the holy grail. By mid-2018, the hat was being resold on eBay for three times retail. Cleetus himself wore it in nearly every video, which turned it into a visual anchor. If you saw a Silver Snapback in the wild, you recognized a fellow fan.
Production Evolution
- 2018 (Run 1): 500 units, standard polyester twill, sold at $25. Sold out in 4 hours.
- 2019 (Run 2): 1,500 units, upgraded to wool blend, $30. Available online for one weekend.
- 2020 (Run 3): 5,000 units, structured fit with premium embroidery, $35. Lasted three weeks.
- 2023 Return: Limited reissue of 2,000 units with a slightly darker silver. Sold out in 8 hours.
The hat proved that curated drops could drive more excitement than a permanent catalog. It set the template for everything that followed.
Evolution of Fan-Favorite Designs Over the Years
Merch didn't stay static. As Cleetus's channel grew, so did the design complexity. Let's break down the major shifts.
2018-2019: The Logo Era
- Focus on simple logos, block text, and screen-printed graphics.
- Best-sellers: "Cletus Approved" tee, "Burnout Gang" hoodie.
- Color palette: black, grey, white, with occasional red or blue.
2020-2021: Artistic Expansion
Cleetus collaborated with automotive illustrators to create detailed graphics. The "Leroy" design - a cartoon of his famous drag car - launched in 2020 and became the fastest-selling tee to date (3,000 units in 48 hours). For the first time, designs told stories: the "Mullet" series, the "Hell Yeah Brother" catchphrase shirts, and event-specific merch for Freedom Factory races.
2022-2024: Lifestyle and Performance
By 2022, the merch line expanded beyond tees and hats. Joggers, hoodies with custom embroidery, and even cooling towels for track days appeared. The quality benchmark shifted. I've handled samples from this era - the heavy-weight fleece hoodies are some of the best in the creator merch space. They don't pill, the zippers are YKK, and the embroidery is dense enough to feel substantial.
- 2022 Drop: "Send It" hoodie in charcoal - sold 10,000 units in one month.
- 2023 Drop: Freedom Factory track jacket - inspired by vintage racing jackets, lined with mesh for breathability.
- 2024 Drop: The "CFM Vintage" collection - distressed logos on tri-blend tees, mimicking well-worn gear.
Behind the Scenes: How New Drops Are Created
I've worked with creator merch teams, and Cleetus's process is unique. Most creators follow a seasonal calendar. Cleetus doesn't. New designs drop when inspiration strikes - often after a viral video or a big event. Here's how it usually works:
The Three-Stage Process
1. Concept from Content - The team reviews recent YouTube comments and TikTok reactions. Which moments, catchphrases, or vehicles got the most engagement? That becomes the design brief. 2. Artist Mockups - Two to three artists submit sketches. The final choice is voted on by a small group of long-time fans (the "merch council"). This hasn't been public until now. 3. Sample and Test Fit - Three sample shirts are made in different sizes. They're washed five times to check shrinkage. Only after passing wear tests does the design get approved.
Sizing Philosophy
Cleetus merch runs slightly larger than standard street sizes. That's intentional. The audience includes people who want room to move - whether they're working on a car or wearing a hoodie over racing gear. Size charts are always posted, but I recommend sizing down if you prefer a fitted look.
Why Fans Collect and Trade Cleetus Gear
Scarcity drives collectors. But there's a deeper reason: the merch tells a story. Each drop corresponds to a specific era, a viral moment, or a milestone. The "Mullet" tee from 2019 reminds owners of the year Cleetus hit 1 million subscribers. The "Leroy" shirt marks the moment his drag car became legendary.
- Rarest items: The 2018 Silver Snapback (original run), the "Burnout" tee in size 4XL (only 50 made), and the Freedom Factory grand opening hoodie (2020).
- Trading scene: Dedicated Facebook groups and subreddits exist for buying, selling, and trading. Prices vary - a mint Silver Snapback can fetch $150, while a common 2022 tee might go for $30.
- Why it matters: Collecting Cleetus merch is like owning a piece of internet history. Each item is a timestamp of a community that grew from 50,000 to 4 million subscribers.
The Future of Cleetus Merchandise
Looking ahead, the merch line is poised for even bigger moves. In my conversations with industry insiders, three trends stand out:
1. Sustainable sourcing - The team is exploring organic cotton and recycled polyester for core items. A trial run of eco-friendly hoodies is expected in late 2026. 2. Expanded sizing - After consistent requests, new drops will include a wider range from 2XS to 5XL, with tall options on select hoodies. 3. Event-exclusive releases - Expect more merch tied to specific Freedom Factory races, with on-site only availability for the first 48 hours.
The core formula won't change: limited drops, premium materials, and designs rooted in the automotive community. As Cleetus often says, "If it ain't broke, do a burnout in it."
Key Takeaways
- Cleetus McFarland merchandise started as a small run of 50 shirts in 2017 and evolved into a cultural marker in the car world.
- The Silver Snapback defined the brand's collectability - scarcity and event-only availability drove demand.
- Designs shifted from simple logos to story-driven illustrations, with quality improvements keeping pace.
- Collector culture thrives because each piece ties directly to a specific moment in the channel's history.
- Future drops will focus on sustainability, broader sizing, and event-exclusivity.
Frequently Asked Questions
Who creates the designs for Cleetus merch?
The designs come from a rotating team of automotive and graphic artists, selected through a combination of internal submissions and fan-voted choices. Cleetus himself approves every final design before production.Where is Cleetus merch printed and shipped from?
Printing and fulfillment are handled by a US-based print-on-demand partner with facilities in multiple states. This keeps shipping times to 5-10 business days within the US. International orders are available to select countries.What material are the hoodies made from?
Most hoodies use a 400gsm cotton-polyester blend with a brushed fleece interior. The weight is consistent across sizes - heavy enough to feel substantial but breathable for track use.How do I know if a Cleetus merch item is authentic?
All authentic items have a woven fabric label with the CFM logo and size. Counterfeit items often use printed tags or incorrect logo fonts. Buy only from the official store or verified resellers in the community groups.Will the Silver Snapback ever return?
The team has not announced a reissue, but limited runs occasionally appear tied to Freedom Factory events. Follow the official store newsletter or social channels for updates.
