The low-key design might only make some Doctor Who fans do a double take. It really doesn’t look like a science fiction themed shirt. That’s why it works so well. Many non-fans might not even recognize what the TARDIS is.
Doctor Who has been very successful for the BBC. While that doesn’t mean that fans that wear this shirt can be called sellouts, it does mean that they’ll be supporting the continued success of floppy hats and long scarves.