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Bluesky’s comparison is real, but narrower than the headline suggests: COO Rose Wang said one day of sales of a $40 T-shirt generated more money than the company had received from custom-domain sales over the previous two years. Bluesky did not disclose either dollar figure, and the statement describes sales or cash coming in—not profit.
What Bluesky sold
In March 2025, Bluesky CEO Jay Graber appeared at SXSW wearing a black T-shirt bearing the phrase “Mundus sine Caesaribus,” meaning “a world without Caesars.” The design was an indirect response to a shirt Mark Zuckerberg had worn reading “Aut Zuck aut nihil,” a play on “Aut Caesar aut nihil,” or “Either Caesar or nothing.”
Bluesky users responded enthusiastically and asked the company to sell the shirt. The initial $40 release reportedly sold out in roughly 30 minutes, with sizes S through XL available. A later Shopify-hosted sale took the form of a limited preorder or restock that ran for about a week. The total number of shirts sold was not disclosed.
Bluesky said the merchandise was intended to raise money for the developer ecosystem supporting the open network on which the service is built. However, the available reporting does not establish whether that meant gross sales, net proceeds after expenses, or a later transfer after manufacturing, fulfillment, payment processing, shipping and taxes.
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TechCrunch reported on the original sellout and the shirt’s stated purpose.
What “more money” actually means
According to Wang, one day of T-shirt sales brought in more money than Bluesky had received from selling custom domains during the preceding two years. TechCrunch and Fortune reported the same comparison.
That claim has several important limits:
- No amount was published. Readers cannot calculate the shirt’s sales, the domain revenue or the difference between them.
- It is not a profit comparison. A $40 shirt sale is not $40 of profit. Production, fulfillment, platform fees, payment processing, refunds, taxes and customer support all affect the final margin.
- The accounting basis is unclear. Public reporting does not say whether the comparison used orders, payments received, completed transactions or net proceeds.
- The periods are different. One day of viral merchandise sales was compared with approximately two years of domain sales.
The safest interpretation is that Bluesky reported higher short-term sales or cash inflow from the shirt campaign than from its custom-domain business over that longer period. It does not show that the shirt was more profitable, or that merchandise became Bluesky’s main business.
What are Bluesky custom domains?
Bluesky lets users use a domain they control as their handle. Instead of relying only on a conventional address such as @name.bsky.social, a person or organization can connect its Bluesky identity to a website domain.
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That can help brands, publishers, institutions, journalists and public figures establish a recognizable identity across the web. It also connects a social account to a domain that the user or organization independently controls.
A domain handle is not conclusive proof of identity. Control of a domain, control of the Bluesky account and the identity of the person or organization behind it are separate questions. Still, the arrangement can provide a stronger identity signal than a generic username.
Bluesky also offered users a way to purchase domains, but Wang said the company had not promoted that service heavily and had not integrated domain purchasing into the Bluesky app. That made the purchase process less visible and less convenient than the shirt campaign.
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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesThe feature nevertheless had meaningful adoption. In its 2025 transparency report, Bluesky said more than 309,000 accounts used domain handles. That figure measures usage, not revenue, and does not show how many users paid Bluesky for a domain.
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Why the shirt likely outperformed domains
The result does not prove that users inherently value T-shirts more than domain-based identity. The products had very different audiences and buying experiences.
- The shirt had immediate cultural relevance. It was tied to a visible CEO appearance and a recognizable contrast with Meta’s Zuckerberg.
- It created a public affiliation signal. Wearing the shirt let users express support for Bluesky and opposition to a larger rival.
- Scarcity accelerated demand. A limited first batch and a rapid sellout made the item feel time-sensitive.
- The price was simple. A fixed $40 purchase required little explanation.
- Domains are more technical. Buyers may need to select a domain, configure DNS records and connect the domain to an account.
- The audiences differ. Domain handles are especially useful to organizations, brands and professionals, while a novelty shirt can appeal to almost any enthusiastic user.
- Promotion was unequal. Bluesky actively capitalized on attention around the shirt while acknowledging that it had not pushed domain purchases aggressively.
These factors are a reasonable explanation of the outcome, not independently measured proof of why each buyer acted.
Why this was not an apples-to-apples business test
One-time merchandise versus potentially recurring revenue
A shirt sale is generally a one-time transaction. A domain may create an initial purchase and, depending on the arrangement, future renewal revenue. Comparing a single sales spike with two years of domain sales says little about the long-term value of either product.
Gross sales versus net economics
Merchandise revenue must be reduced by the costs of making and delivering the product. The public comparison does not reveal the shirt’s gross margin or whether the campaign was subsidized. It also does not establish how domain revenue was measured or what costs were associated with providing it.
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Distribution versus product preference
The shirt benefited from a news event, social sharing, scarcity and a clear political-cultural message. The domain product was less prominently promoted and was not built into the app’s main purchase flow. The result therefore reflects distribution and attention as much as product demand.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the episode says about Bluesky’s business model
The shirt was a successful community moment and a potentially useful burst of funding. It showed that a social network can monetize not only access or functionality, but also the identity and values its community wants to display publicly.
That is valuable, but it is not the same as a durable business model. Merchandise revenue is irregular and dependent on attention. It cannot automatically fund recurring expenses such as engineering, infrastructure, moderation, security, legal compliance and customer support.
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Nor does the episode mean Bluesky had no other monetization options. Domain sales were one relatively underdeveloped revenue path, while the company had also discussed or explored other paid features and services. Wang’s suggestion that Bluesky might be “pivoting to a T-shirt company” was facetious, not an announced strategy.
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The more useful business lesson is that Bluesky’s cultural positioning can generate commercial value. A passionate user base may buy products that symbolize membership in the community even when a more functional product, such as a domain handle, has greater long-term strategic utility.
The current domain picture is more nuanced
Bluesky’s later transparency reporting makes it harder to dismiss domain handles as irrelevant. More than 309,000 accounts used them by the end of 2025, and Bluesky also described visual verification badges and trusted verifiers alongside domain-based identity signals.
That adoption does not contradict the weak revenue comparison. A feature can be strategically important for identity, trust and authenticity without generating substantial direct sales. In other words, domain handles may matter to the network even if domain purchases were not a strong monetization product.
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The bottom line
Bluesky did reportedly make more money from one day of selling its anti-“Caesar” T-shirt than it had received from roughly two years of custom-domain sales. But the dollar amounts remain undisclosed, the comparison is not a profit calculation, and the two products received very different levels of attention.
The episode does not show that T-shirts are a better technology business than domains. It shows that, for a social platform, users’ desire to publicly express what the service stands for can sometimes be easier to monetize than a technically useful feature.
Quick Recap
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