KENMORE, N.Y. — You may have heard of 26 Shirts before if you're pulling for the Buffalo Bills to stomp the Tennessee Titans this week, but Spectrum News 1 gives you a look behind the designs and special new release two years in the making.

"It starts generally with a conversation. [We] mash heads and try to figure out, you know, any direction to take in terms of good design," said Josh Benkelman.

Benkelman is the creative director at 26 Shirts, so he's the one pumping out design after design for the company that sends proceeds from every sale to people and organizations in need.

"I've always loved to just draw and create and make things," Benkelman remarked. "And I've had an affinity for sports logos and T-shirts for my whole life. So, it was kind of a natural way to land."

He takes a very modern approach to every new design he creates.

"So I usually start with some very rough sketches that I kind of meld together on the iPad," he said, explaining that it wasn't always like that. "[I was] in a tough place because it was pen to paper, just like everybody else. And if it didn't work, by the time I got it into the computer, we were either stuck with it or I had to take it back to pen and paper and start over."

For almost 10 years, he's been in charge of executing designs that are usually the result of whatever happened in last week's game or off-the-field shenanigans.

"It's much easier to create a design when there's a positive buzz," he noted. "Things happen and we have to kind of capture that lightning in a bottle."

A walk through the supply from 26 Shirts's tent sale is a walk down memory lane for Benkelman.

"We all know it was clickbait, so he's obviously breaking it and he's jumping 'over' the word 'rated,'" Benkelman said looking at a T-shirt directly inspired by national pundits saying Josh Allen was overrated.

But not every design is a quick laugh for a good cause.

"It's more stylistic. It's more, you know, I really tried to put a lot of emotion into it, especially the Bisons face," he said, pointing out a grey v-neck with a red, white and blue clad bison hugging a Bengal tiger created in honor of the city of Cincinnati being so supportive of [Bills safety] Damar Hamlin's health, family and fans just a few seasons ago. "It was sincere. It wasn't a joke."

Whether it's serious or fun, there's one thing that rings true for almost every design.

"Make it a Buffalo," he said. "So whatever it is, whether it's tiny little pygmy hippo, make it a buffalo, which is, I say often, the weirdest thing I've ever done, but, that would be a lie at this point."

So when the Bills got another crack at [New York Jets quarterback] Aaron Rodgers last week, it opened the vault to a special design that has been on hold for two years — "The Kings of New York."

"I have to upload this. That's how long it's been. These files aren't even uploaded on my computer anymore," said Benkelman. "So it's aged like a wine. It had to be a win in New York against the Jets. The Giants just weren't going to cut it. I won't lie, I thought about it when they were up 20 to 10 and then right up to the last, you know, 15 seconds of this first half, I was thinking, 'this is the year, this is the year.'"

This design will ultimately help the family of a woman fighting breast cancer. And for every design comes a different cause, the ethos of 26 Shirts. 

"There's a lot of heartache behind what we do, but, that's the only reason I do this," he said. "And that's not hyperbole. I would not be doing this professionally if it weren't for the fact that there's so many people that that are asking for help and who we have the ability to give it to them."