About Us

Our Story

Emphasis gives listeners the chance to create one-of-a-kind apparel featuring their favorite lyric from their favorite band. Through a combination of melody, rhythm, voice and lyric, every once in a while a song comes along that sends shivers down our spine. In these experiences, we open up our hearts to music. We form deep and personal relationships with these songs. We live our lives to them. Suddenly, the lyrics feel as though they were written just for us. As the lyrics burn into us deeper, we look for ways to foster our meaningful connection to these songs and the artists behind them. But our options are limited. We buy a T-Shirt from our favorite band- one of the very same T-Shirt designs available to every one of their fans. It’s an impersonal way to express something that means so much to you. What if music merchandise could be as personal as the music itself? Emphasis is Making Merch Personal.

Who is behind Emphasis?

Emphasis is a collaborative venture by Sleeping at Last and Rule29.


ˈemfəsis/ Noun: Special importance, value, or prominence given to something. Also, a site where one can create unique, personalized t-shirts with his/her favorite lyrics.