To start from simple tasks, I think you could try to change the position of "Custom Letterman Jackets" with "Varsity Jackets" in the title (Varsity Jackets, Custom Letterman Jackets, Custom Designs | BuildYourJacket.com) and you could delete the final part ( | BuildYourJacket.com) to improve the relative weight of the first terms.
Then I see that the h1 tag is commented. You could improve the relevance of the keywords putting the h1 tag into the "visible" page.