The Backpack: Issue #39

Is fast fashion ruining merch?

“This is a video about the heaping pile of garbage that is merch.” That’s a quote from Rollie Williams, writer, comedian, and producer of the show ClimateTown, a hilarious show about climate change. Rollie + team produced a video titled, “Fast Fashion is Ruining Merch” about his quest to source merch for their show. And it’s either the longest video introduction to justify selling merch, or, one of the most insightful commentaries on merch + sustainability + fashion we’ve seen. Shout-out to commonsku customer Ethix merch for developing the Climate Town merch shop and helping Rollie + team find a great partner (in this case, tdesigns).

Merch Aid uses merch to drive change

In 2020, a few team members at R/GA (one of the world’s largest advertising agencies) decided to launch a mission-driven merch concept: Merch Aid. It’s purpose? To use the power of design by prolific creatives to drop exclusive capsules of fundraiser merch. They created: "Issue-focused merch." Their latest drop features a collection by well-known designers (like Debbie Millman and Jessica Walsh) who created “protest wear that advocates for reproductive justice.” From It’s Nice That, “Merch Aid believes that its bold capsule not only platforms the work of incredible artists but is also a tool to promote ‘consistent and visible expressions of opinion.'" In their words, “one of the best ways to drive change.”

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!

Build an Outrageously Remarkable Brand

When Dean Caravelis, CEO & Founder of Blezoo, launched his promotional marketing agency he started with a blank sheet of paper. No partners, no funding, and no experience in the industry. What’s more, he started in 2008, in the middle of the deepest part of a recession. He did have one advantage: As a former CMO, he knew the ideal customer well. Tune in as we chat with Dean about how he scaled from $0 to build a truly outrageous and remarkable brand!

The commonsku team from all over North America gathered for our annual mid-year planning session in Toronto but did so with a twist: by building a working lab! Check out the pics and the three perspectives we learned through our experience, here!

Art Basel launches first-ever merch shop

Once again, the art scene embraces merch. This time in the hands of legendary French designer Sarah Andelman (of Colette/Paris fame). The new shop debuted in Basel this month and featured merch intended to “conjure the unique spirit of the contemporary art world” including collectibles by Christine Sun Kim. Our faves? The heavyweight canvas tote (a throwback to the original 1970 Art Basel logo), the “Unlimited Emotion” fleece, and Christine’s “Come Buy My Trauma” plate. BTW: Vogue Business calls Art Fairs the next hotspot for lifestyle retail. Go pop-up shops!

Tony Awards (merch) winner

The Tony Awards opened to a dazzling spectacle of show-stoppers 🤗 but the big award of the night (Best Musical) went to “The Outsiders” and the even bigger award for outstanding merch (conferred by us at The Backpack) goes to …. [opens envelope awkwardly]: The Outsiders. Check this “Stay Gold” denim jacket and denim tote. But our fave might be this ringer tee with each of the Curtis’ boys names: Two-Bit, Soda Pop, Darrel, Dallas, Johnny, 😥 and Ponyboy.

GQ article slams merch. Here’s a right reply.

Reggie from The Casual usually talks about Japanese fashion and Tokyo street culture but take a few moments to enjoy his insightful response to that GQ article (”The End of Merch”). Reggie: "As we move further into the digital age, the landscape of merch is undergoing a significant transformation. Contrary to the claims that the era of merch is ending, we are entering a renaissance driven by personal branding, content creators, and niche audiences. This shift marks a departure from traditional celebrity endorsements highlighting the growing influence of relatable everyday individuals who command dedicated followings."

🍬 Jelly Roll drops a collab with Dunkin’ called Jelly, that hoodie is sweeeeet. 🤗

🍷 We kinda dig Simply Wine’s simple Pride Collection.

🍔 Shake Shack drops its summer merch collection with a Crinkle Cuts Boat Tote a cool t-shirt by Brooklyn muralist Spencer Gabor, and a fun twist on an old fave: Nalgene bottle + sticker pack.

⚾ What is Spartan Burger baseball and why are their fans already lining up for merch?

🍦 The banger of the summer is Sabrina Carpenter’s song “Espresso” and her new collab is brilliant: Van Leeuwen Espresso ice cream whose merch is pretty rad. Sales from Espresso ice cream support The Ali Forney Center. Betcha there’s a merch collab around the corner. Oh, and Blank Street Coffee FTW.

😎 Well, as reported in our last issue, the “I Told Ya” tee will be everywhere cause of the Jennifer Lawrence effect.

🎬 “Viggo Mortensen knows movie merch is hotter than music merch” - from GQ. 😂 Editor’s note: That’s the best political campaign merch yet.

👊 Man, people really fightin’ over the merch these days. But should they?

📹 Did you know we have a super-rich backlog of on-demand webinars in our library? Great place to send new colleagues (or seasoned pros) to amp their commonsku know-how!