The Backpack: Issue #82

• Trend Alert:  Heritage brands, unhinged drops
  
• What's new in commonsku: School's back in session!
  
• Can’t Miss Content: Colbert's goodbye tee, Aldi sneakers, a $178 sweater

Ryan Gosling’s Stylist Designed Merch for Caterpillar

Mark Avery has spent nearly a decade dressing Ryan Gosling — and collecting the vintage workwear that defines both their aesthetics. Now he's channeled that obsession into "Designed by Avery Ranch," a 14-piece SS26 capsule for CAT WWR built in the style of '80s-era Caterpillar gear. The lineup includes a corduroy bomber, heavy canvas trucker jacket, double-knee work pants, and pearl-snap shirts — plus a "Diesel Power" trucker hat Gosling's been wearing on press tours. For merch pros: this is what happens when a heritage brand hands creative control to someone who lives the culture. Avery isn't a celebrity — he's the person celebrities trust with theirs. That's a different kind of endorsement, and it's the perfect blend of right brand w/ right stylist.

This Jacket Is Literally Full of Pickles 

KFC just dropped the Pickle Puffer — a wearable puffer jacket that is stuffed with sliced pickles and pickle brine. It even comes with a built-in pocket for dipping sauce. Yes, this is a real product from a real billion-dollar fast food chain. And honestly? It's genius. QSR brands have figured out that absurdist merch (new terms!) is the fastest way to earn media impressions without buying a single ad. The Pickle Puffer isn't meant to be worn to your cousin's wedding — it's meant to be photographed, shared, and memed into oblivion. For backpackers, this is the playbook: make the product so weird it becomes the marketing. If your client's merch isn't generating at least one "wait, is this real?" reaction, you might be playing it too safe. Real talk tho: I would absolutely wear this to a barbecue.

The Masters Gnome is a Golf Grail (Again)

Every year, Augusta drops a new edition of its wildly popular Masters gnome, and every year it sells out faster than you can say "azalea." The 2026 version features a working mini umbrella — a tiny functional detail that turns a collectible into a conversation starter. This is the merch strategy thatyou should be studying: Augusta has built a recurring annual drop that fans actively anticipate and collect. It's limited, it's themed, it's iterative, and it creates FOMO by design. You don't need a massive product catalog — you need one iconic item that evolves each year. The gnome isn't just merch; it's a tradition. And traditions drive repeat engagement better than any loyalty program ever could. 

skucamp is going international — and it's heading to Montréal. September 27-30, the skummunity lands in one of North America's most electric cities for the kind of straight-talk business conversations that don't happen at typical industry conferences. No vendor halls, no fluff — just three days of real strategies from operators who've actually done it, all at the stunning Hôtel William Gray in Old Montréal. Speakers include brand strategist Ana Andjelic, author Todd Henry, and a stacked lineup of promo industry leaders. Pack light, think big, and grab your ticket before they're gone.