Excel Sportswear
Concept Studio AI
By Excel Sportswear · Since 1982

Concept Studio AICustom Apparel Concepts

Turn your idea into a custom apparel concept.

Create a design in minutes using AI, or work with one of our Design Specialists to bring your vision to life.

Start Creating Talk To A Design Specialist
How it works
Before & After

From AI Concept To Artist-Finished Artwork

Concept Studio AI helps you explore the first idea. Then Excel's in-house artists take that idea further — refining the artwork, cleaning up details, improving the composition, and preparing it for production.

  • Start with an AI-assisted concept
  • Review it with an Excel Brand Expert
  • Refine it with the right in-house artist
  • Add custom details, lettering, vehicles, mascots, equipment, or products
  • Prepare the final artwork for print
Start Your Concept
Watch It In Action

See How Concept Studio Works

A quick walkthrough of the whole process — from your idea and references to a finished, print-ready concept.

Why Concept Studio AI Exists

Built On 40+ Years Of Custom Apparel

Construction crew holding custom Boat Harbor Pump Station topping out shirts by Excel Sportswear

For over 40 years, Excel Sportswear has been a partner in brand for businesses, teams, events, and organizations — turning identity into apparel people are proud to wear.

Let's address the elephant in the room: we've been receiving AI-generated art from customers since the tools first appeared — and most of what popular AI tools create is genuinely hard to print. So we built our own proprietary AI studio, combining the best models with our own custom flows, to produce designs that are not only more printable, but more detailed, fresh, and unique.

Two things make it truly different. First, it draws on 45+ years of our own artwork — a library of real, artist-made designs you can use in your next concept. Second, it takes your references — your trucks, buildings, mascots, and photos — and recreates them as detailed, vector-style graphics. Most "AI art" on other websites is basic, simple, and cookie-cutter. Ours is built for apparel.

Use AI to explore ideas, then work with Excel's in-house artists to refine every detail and prepare artwork for state of the art print production.

AI helps generate ideas. Our artists help make them wearable.

  • Custom Apparel Since 1982
  • In-House Artists
  • Thousands of Custom Designs Created
  • Screen Printing, Embroidery, Promo Products & More
45+ Years Of Artwork

Real Artwork, Ready For Your Design

Concept Studio draws on decades of artist-made Excel artwork — trucks, equipment, mascots, badges, and more — that can be worked into your next concept.

  • Towing & Trucking artwork example

    Towing & Trucking

    Wreckers, semis, fleet vehicles

  • Construction & Trades artwork example

    Construction & Trades

    Equipment, tools, worksites

  • Schools & Teams artwork example

    Schools & Teams

    Mascots, sports, spirit art

  • Racing & Automotive artwork example

    Racing & Automotive

    Race cars, flags, speed art

Artwork For Your Industry
  • Towing & Recovery
  • Construction
  • Trucking & Logistics
  • Racing & Automotive
  • Schools & Booster Clubs
  • Landscaping
  • Plumbing & HVAC
  • Electrical
  • Events & Festivals
  • Nonprofits & Community
  • Restaurants & Bars
  • Small Business
Use It In Your Concept
The Process

How It Works

  1. 01

    Create Your Concept

    Tell us about your company, team, event, or idea and generate a custom apparel concept in minutes.

  2. 02

    Explore Creative Directions

    Adjust colors, styles, and design elements until the concept feels right.

  3. 03

    Select Your Favorite Version

    Choose the concept that best represents your story and goals.

  4. 04

    Connect With A Brand Expert

    An Excel Sportswear Brand Expert reviews your concept and project details.

  5. 05

    Design Studio Refinement

    Our in-house artists refine the artwork, add custom details, and prepare the design for production.

  6. 06

    Print Production

    We produce your apparel and promotional products with the same care we've been known for since 1982.

Human + AI

The Best Ideas Combine Technology And Human Creativity

Excel Sportswear in-house artist refining a custom truck illustration in vector software

Concept Studio AI helps you visualize ideas quickly. But great apparel still requires experience, artistic judgment, and attention to detail.

That's why every project can be reviewed by Excel Sportswear's Design Studio. Our artists can:

  • Add custom illustrations
  • Refine logos and layouts
  • Draw vehicles, equipment, mascots, and products
  • Improve composition and readability
  • Prepare artwork for high quality print production

The goal isn't just to generate a design — it's to create apparel people actually want to wear.

Capabilities

State Of The Art Print Production

From concept to finished garment, we handle every step in-house. Screen printing, embroidery, DTG, DTF, heat transfer, sublimation, and promo products — we do it all.

  • Screen Printing

    Bold, durable, and vibrant — the gold standard for custom apparel at scale.

  • DTG & DTF

    High-detail direct-to-garment and direct-to-film for complex artwork and photo-real prints.

  • Embroidery

    Premium stitched logos and patches that elevate polos, hats, bags, and outerwear.

  • Heat Transfer & Vinyl

    Perfect for names, numbers, and short runs with crisp, clean results.

  • Sublimation

    All-over, full-color printing that becomes part of the fabric for a seamless finish.

  • Promo Products

    Pad printing, laser engraving, and more for branded merchandise beyond apparel.

A logo shirt gets tossed in a drawer. A meaningful shirt gets put on every day.

Start your concept