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This is pretty popular on my campus. Most fraternities create t-shirts for their female friends to wear to class since our frat rush is usually the second week of school.
I've seen all variations of the "I (heart)" but one of the cutest shirts I've ever seen was produced by one of the smaller fraternities on campus. Tau Kappa Epsilon created pale blue baby t's with the wording "Urban is my homebody" and Urban Meyer's likeness on the front holding a sign saying "TKE". These were made the first year Urban Meyer came to UF and with all the hyper surrounding our new coach, caused people to look twice. They didn't scream Rush TKE or anything but they were cute and fun and I snagged one from a brother I'd gone to high school with. Any association you could make to what's causing a buzz on campus seems like a good idea.
One suggestion I'd have for you is to make well-fitting shirts girls are likely to wear, especially something they can make look cute. One of my favorite fraternities caught on to this and buys the Hollister type sheer t-s or tank tops for the girls.
All in all, I think its a good marketing tool. It may demonstrate the more shallow side of GLO's but rush is just a cutthroat event.
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