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Historically reserved for fancy pillows and your grandma’s table napkins, embroidery is on a revival tour for 2017, appearing on everything from oversize denim jackets to swimwear (no lie). But aside from the ’70s florals and standard monograms, our favorite way to take advantage of this trend is a little more personal.

Enter: Industry Standard. The NYC-based denim brand recently launched its first collection of organic-cotton tees and customers are taking full advantage of the $15 embroidery for the holiday season by ordering T-shirts with matching sayings.

One *genius* customer ordered two tees—one for her and one for her best friend, nodding at one of the (probably many) little inside jokes. Another opted for a pair of tees marked with the brand’s tiny heart (also available on the sleeve—get it?).

The shirts are made in Los Angeles and the Maxime rings in at under $60 with the stitching and shipping. So if you’re still stumped on a holiday gift, why not write it from on the heart?

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