Here's my take:
When I went to the site, I found the Tee's but, by the name of the site, I was expecting something different, i.e., something along lines of a scholarly, academic, journalistic, etc., oriented page that would tell me something about my roots that is not exactly well known, already. Hence, I was a bit disappointed. (I am being honest - - and not intending to be rude or to discourage you).
Just my 2 pennies - - but I would think if you're trying to sell shirts, the page needs to be geared more towards a commerial enterprise. Of course, if there is an African/Roots story worth telling regarding the design of a particular shirt/product -- then have a way of telling that story, within the page, in a way that grips the potential purchaser and makes him extremely proud/anxious to purchase/wear the product and be associated with the story/history. Don't tell him to buy the product (people don't usually do what they are told to do) -- but make his/her subconscious happily or compellingly grab the product right off of the webpage.
Tee's are sold everywhere in almost every design. What makes your's different ??? Why should someone purchase your shirts, as oppose to any others ??? Who (age group or other demographic) are you trying to attract ??? What about your product is designed to attract that audience ??? Think of yourself as a lawyer and your potential audience/buyers is the jury; now stand before them and convince them that your client (the shirts) are different and worthy of their vote (but don't provide any trade secrets or proprietary information in this forum .... LOL) - -
but go ahead, right here, and give the jury your spiel.