“I’m no true designer and haven’t got the slightest idea what looks good on clothing and what doesn’t,” said Christine Schott in her DeviantArt profile. “I just conceptualized the idea. They will be redesigning the hoodies, and will sell a few as a trial run.”
And so, their geeky hoodies based on characters from the popular video (and also role game) game Mass Effect went viral, went massive and now will happen. Another example of true creativity going all the way, without marketing plan needed.