The Backpack: Issue #38

About that GQ article

By now, you’ve likely read the GQ article “The End of Merch”. We’re not about to square off against GQ. Reason? Well, as a platform with over 800 distributor customers, we clearly have a vested interest. But more importantly, we don’t really need to. Why? First, “the death of everything” is a common op-ed in fashion mags. To wit: the death of the sneaker, the death of luxury brands, the death of streetwear. In fact, it’s a recurring theme even in GQ. Here’s a 2016 version of the same sentiment where merch fell to a fatal plunge: “Merch Lived, Thrived, and Died in 2016.” In that op-ed, merch was to forever die alongside track pants and “construction worker style,” both of which are now more popular than ever (track pant example / workwear example). Rather than spill words debating it, we prefer to point to outsiders who have no stake in the game: In their newsletter, "The Sociology of Business," Ana Andjelic and Eugene Rabkin wrote this article just a few days ago, “Everything is Merch: Merch is not dead. It’s literally everywhere.” The article was picked up and republished in Highsnobiety magazine. Best line? “The meaning-making of merch has not disappeared, but merely shifted.” Smart article, worth your time. What are your thoughts on the GQ article? Hit that reply and let us know!

Merch is now a “Digital Product Passport”

While others are debating the merits of merch, iconic brands are using merch to forge new ground, like Balenciaga’s plan to sell new music through merch. Embedded with NFC chips, exclusive tracks can only be accessed by scanning the brand’s garments. Notably, it’s, “the first time that a brand has utilized a DDP [digital product passport] to provide customers with exclusive access to music through clothing.” How’s that for a reversal? Rather than using music to sell merch, the most innovative brands are now using merch to sell music. Boom.

Introducing skummunity Forum!

Need new ideas? Want to learn what the best in the promo biz know? We’re excited to unveil our brand new skummunity Forum! Join us on Thursday, June 27th for a quick tour of how to use the skummunity Forum to collaborate, learn, and grow alongside your commonsku peers.

What’s new on commonsku?

We have a special sneak peek episode on the skucast featuring Charlie Moscoe, commonsku’s VP of Product Management. Whether you’re an OG client, a new client, a supplier, or someone who is “commonsku curious,” we unpack some exciting developments coming up in June and for the remaining year. Tune in here!

What are the best Q3 sales opportunities?

Join us to find out! We’re hosting a small group discussion through our new skummunity Groups to tackle the biggest opportunities in the next quarter. Join us and bring your biggest Q3 tips, plus make a few new promo friends. Your growth season is right around the corner — sign up here!

Brooklyn Art Museum merch: A beautiful heritage

Art museum merch is a strange breed on its own, but the Brooklyn Museum defies your typical museum merch with some thoughtful work. During the Alicia Keys + Swizz Beatz art show, (a show featuring 98 paintings by black artists), the museum invited Brooklyn food fave Aunts et Uncles to host their signature food truck outside the venue and even created a merch collab with the chefs entitled “A Journey Through Heritage”. It’s pretty damn sweet. Merch like this Yoruba trucker hat celebrates black heritage while t-shirts like this “perception” t-shirt help “change the way we look at things and therefore the way we see.” For more inspo, check out Aunts et Uncles full shop here, it’s an inspiring look at what’s possible with merch.

Want a peek into how clients think about merch?

Check out this LinkedIn audio chat between Glossy magazine and Erica R. Metzger, editor of “The Beauty Loop,” a newsletter that reaches 600 beauty industry insiders. From Glossy: “Metzger and the Glossy team discussed the challenges of branded merch, the importance of eco-friendly packaging and gaining consent from editors for shipments, the editor pet peeves to avoid, and the recent marketing campaigns dynamic enough to break through the noise.” You can hear the Glossy team and Metzger debate the pros and cons of merch. It’s worth a listen to understand how merch is used as a way to reach different audiences and also, how buyers often make buying decisions based on personal preferences.

Politics + merch: It’s gettin’ heated out there

Reminder: We don’t take sides, we just report the [merch-related] news, but here’s a round-up of the latest political viral merch trends and boy is it a doozie. First up: post-conviction, Hillary couldn’t resist dropping a mug and tote. And y’all remember the infamous exchange between Rep. Marjorie Taylor Greene and Rep. Jasmine Crockett, well, rep Crockett dropped “The Clapback Collection” and you’ve already prob guessed what it says. And by now we’ve all heard the controversy over Supreme Court Justice Alito and upside-down flags, do you think this new Trump hat is upside down by mistake? If you think political merch is taking it too far, a throwback NYT article begs to differ and shares why it’s important.

👀 Have you seen our Pride collection?

😈 Is Wicked the new Barbie? The next Barbie-like merch bonanza is on the horizon thanks to the upcoming blockbuster, Wicked. Time to start sourcing those green products, backpacker.

🍍 AAPI heritage month was last month but we just saw this amazing collection and it's worth sharing, the cut fruit collective. FTW: Durian dad hat. Fruit sticker sweater.

🍩 For National Donut Day, Tim Horton's drops a killer collab with the Adidas Sambas, this one you have to see to believe. Only four pairs available, talk about exclusive! Editorial note: We thought every day was donut day.

🎉 Billie Eillish drops a listening party and new merch ahead of her epic tour. FTW: Muscle tank. Grandad tie. Belt.

🍔 Swiss Chalet is to Canada what Howard Johnson’s is to the US, the origin of heartburn-highway food chains. But to give credit, it’s pretty cool that the Chalet dropped a 70th anniversary collection with all proceeds going to Food Banks Canada.

👟 Fans of Crocs are gonna love these Leggo my Eggo sneaks.

🛍️ One of the editors of the backpack is such a merch (+word) nerd. Already bought the new Paris Review drop. Weekender bag. Duckhead umbrella. Boxy tee.