The Backpack: Issue 43

The latest viral merch moment sold a million dollars worth of caps in 24 hours. In one pic, Tim Walz used a branded cap to make a huge statement: “I’m from the Midwest and I’ve got the cap to prove it.” With 2.7M views, his “capping off the night” camo cap made a def impact. Some say it was also a nod to Chappell Roan’s “Midwest Princess” cap. Where the Harris-Walz campaign might be winning with merch is the “pure fun” category, Harper’s Bazaar called the election merch “witty,” The Harris campaign now features merch for potential First Gentleman Doug Emhoff like this “Throwback Doug Mug” (and honestly, young Doug’s kinda a hottie), plus t-shirts and tanks. Vanity Fair even created a new category, “thirst trap merch.” But what’s trending in both Repub and Dem camps is rogue merch, with companies like RAYGUN pushing you comfortably out of your comfort zone like this Balz to the Walz t-shirt. Question, backpackers: Does merch make political candidates rock stars? We think it might.

Skims created a rad pop-up shop in Paris featuring their branded Olympic merch but what’s really cool? They are one of the few brands who are featuring paralympic merch in their Olympic merch category. Though we kinda threw some shade at the Paris Olympic’s mascot (even the NYT called it "bizarre") “Phryge” merch was trending at the Olympics, and honestly, we take it all back cause the Olympic merch pros did right with this adorable Paralympics plush.

The Globe and Mail published the article, “Companies need to stop giving corporate swag that people just throw in the trash.” It’s yet another article published over the years (by a major media outlet) calling into question the value of merch. Here's a response you can share with your clients and teams. 

You know all those neighborhood cleanup movements? What happens if you incentivize them with merch? Well, Tito’s is partnering with manana, Austin’s only land-locked surf shop, to create a special collection as a fundraiser and for volunteers who want to support the cause to help "Keep Austin Beautiful" by cleaning up Lady Bird Lake. Check out manana’s merch vid here! Clean waterways + clear liquids + merch = win!

Wendy’s merch enters the [merch] chat

Well, well, well. Wendy’s, late to the chat, thrums McD’s and Tim Horton’s with their new drop. Wendy’s merch “has never been cooler thanks to this fan-fave Gen Z streetwear brand,” Lonely Ghost. Remember how we said merch is the new press release? Well, Wendy’s used this merch to launch their nationwide release of Saucy Nuggs. Lindsay Radkoski, U.S. chief marketing officer for The Wendy’s Company said “Our saucy collaboration with Lonely Ghost allows us to celebrate community and being better together with both brands’ fans” (Food & Wine). Check this collection and especially this trendy wide-leg sweatpant and “bootleg” hat featuring an off-brand Wendy herself as “Lonely Ghost” (already sold out).

“The merch industry has gone too far.”

Mina Lee has 1.5M subscribers and it’s clear to see why, her editorials YouTube videos are smart and insightful and her latest commentary is on how the merch industry might have gone too far. But she’s also balanced with her admissions about merch: “I considered buying a Janus Films tote bag last year from the Criterion online store (maybe still will) but I just feel like tote bags are in abundance and no one should buy a tote bag." Mina made the video wearing the “I Told Ya” t-shirt, made famous by the movie “Challengers.” It's a great op-ed on the challenge of ironic merch. Her last statement: "Merch does do something.”