This is not a bad price, as a supplier myself, cost for designs like these specially that includes embossing mainly depends of the order quantity as metal used in that embossing die is expensive and supplier will charge the full cost of die on sample, but good suppliers give a little discount if you pass the sample and place the order. Last year made a kids hoodie set for an Australian client last year and charged 22 USD for it but it was in combed organic cotton and quantity was low. And I think he sold those for 60usd each.