A Hanes, Fruit of the loom, or Gildan t can be gotten for under $3. A plain Gap t is $20. Banana - $32. Polo Pima cotton is $65. Granted, the mall-brand tees are pushed as being soft-washed, or whatever, and the Polo is pima cotton (!) but the t itself is not really pushed hard. There's no story behind it, unlike Everlane or AA. I'd assume people are paying these prices, as not every custy in the world is willing to wait until November to buy a t.
Quite obviously, some form of marketing enables retailers to charge what they do. The job is already done by the time the copy is written.