is it a 100% cotton tee? (try 50/50 for better results)
did you pre-press for 5 secs to remove moisture?
as Lnfortun mentioned, before pre-press, you have to lint roll
as said above, super-heavy pressure
if you can handle the heat, remove paper immediately after first press
give the tee a light stretch, cover with parchment and re-press for 10 secs, then another light stretch while hot
if you can't handle the heat, peel lukewarm from bottom-up or top-bottom
then re-press and stretch while hot
lately i have taken to re-stretching after 24 hrs. to remove that heavy-hand feel
(always do at least one hot stretch, this is not in lieu of a hot stretch)
if you've done the stretching while hot, it should not crack your design
just watch for skewing of the fabric/image
this will give you a much softer hand for re-sale without washing
my best guess for the reason is it simply breaks the surface bonds of ink and glue
so instead of one giant continuous surface-area, you have the individual 'ribs and valleys' of the fabric
but you need a good transfer to start with (50/50 blends and one of the above procedures)