I launched a t shirt line a bit ago and got press in a decently hackerish way. The t shirts were geared toward gamers so I went to Alltop.com and scraped all of the blogs in the sections of gaming, t shirts, etc.. Used amazon turk to turk for the emails of those blogs, about 300 or so. Created a unique promo code for a percent off that was derived from the blogs name in the url. Used mailgun to construct and send the emails to all of the bloggers. Since the code was personalized, most thought they were receiving a personal email. The end result was about 15 blogs writing about the shirts, some of which were referred to me by the original bloggers, some of which held contests. One even interviewed me at a larger blog she does a column for.