This is a great marketing strategy. You also have to make sure your price points are reasonable for your target market. Remember low price is often associated with low quality even if it is not the case.
don't you hear about busted tees, it is also a t-shirt company which advertised in digg and became so popular allover the world over a short time. So if u have investment try to advertise in digg.
...Also, the good old Myspace can help you a lot. I used to sell handcrafted incense over the internet and most of my clients were Myspace "friends". Myspace and Facebook, as well as the busty lady wearing that t-shirt on youtube are good ideas