The Ultimate Guide to Brand Merch People Actually Want (No, Not Another Recycled Tote)

Brand merch used to be an afterthought. A screen printed tee with a logo on the pocket. A cheap pen that joined the ‘junk drawer’. That stress ball you found in the bottom of a generic tote six months later, and don’t really want (but also feel guilty throwing away).

Today’s brand swag is something else entirely. It’s collectible. It’s wearable. It’s the kind of thing you’d proudly rep in public.

Merch is no longer just another form of advertising—it’s a social signifier, a new form of affordable luxury that allows fans to signal their interests. Done well, it transforms a product into a lifestyle statement. In fact, the best merch functions like brand currency—a token that makes you feel like you’re part of a special club.

Movie Merch Beyond the Screen

Movie swag isn’t just for superfans anymore. Big studios and indie houses alike are proving that film and streaming merch can cultivate fandom.

Squid Game Merch by Netflix – Because your binge-watching uniform should match your viewing habits. Not all of Netflix’s promo products are worth talking about, but the new squid game line is surprisingly cute.

Wicked’s Merch Rollout – Move over, Barbie. Wicked went all in on some legit swag this year before the movie dropped, with everything from themed eyeshadow palettes to collectible tumblers. Some of our favorites were the REM Ga-linda (with a gaaa..) Serum, the Cambridge Satchel mini pink binocular bag that Ariana Grande carries in the movie, and the Voluspa Pink Goes Good With Green candle set.

A24’s Cult Collectibles – A24 isn’t just selling its own coveted brand merch—it’s selling cultural artifacts. Their strategy is simple: create beautifully designed, limited-edition pieces that feel just as artful as the movies themselves. Fans are snapping up collectibles before they even know what they’re buying. Scarcity breeds desire, and A24 has mastered the drop culture game. Some of our favorites have included:

• Marcel the Shell Heavy Metal Figurine – We’re obsessed with Marcel’s microscopic universe, and the way he fashions a cozy habitat out of everyday household objects. So a zinc-alloy tribute to the world’s most lovable shell (with shoes on) is the perfect reminder to be resourceful and look at things with fresh eyes.
• Andrew Garfield Kitchen Timer – Because every minute counts, A24 put out a kitchen timer with Andrew Garfield’s face on it to promote We Live in Time. Yes, it’s real. No, you can’t have one. It sold out instantly.
• Hot Dog Finger Gloves – The perfect addition to any Everything Everywhere All At Once cosplay kit. If you’ve ever wanted to embody the full multiversal weirdness, now’s your chance.

Food Meets Fashion

What happens when food brands take their merch seriously? You get limited-edition apparel that sells out faster than a new Stanley cup.

Taco Bell x State Bicycle Co. – The fast-food giant proving that tacos and two-wheelers make sweet sweet riding gear.

Casa Malka Sweats – This tequila newcomer surprised us with its enviable line of laid-back luxury sweats, designed for people with main character energy (and probably great taste in tequila).

Popup Grocer “Groceries” Hat – A status symbol for those who know their tinned fish from their biodynamic produce.

StayCool x Olipop Sweatshirts – Y2K nostalgia meets gut-friendly soda. There’s even a hidden can-sized pouch where you can hide your soda. Or beer. We’re in.

Laylo’s WineSnob Cap – The perfect hat for side-eyeing someone ordering the “house red” ??.

Fishwife’s Approach to Merch - When you’ve got a playful, fun, and instantly recognizable visual identity like Fishwife’s, merch can more easily become an extension of your brand world. From their beautifully crafted cookbook to cutlery, every piece is just as thoughtfully designed, and fans have been eating it up. It’s proof that when you invest in great design, it pays off.

Luxury-Driven & Designer Collabs

The rise of designer brand merch has turned high-end swag into fashion’s newest obsession.

Frame x Ritz Paris – When a five-star hotel meets varsity prep, you get this chic sporty line. A FRAME collab that turned a classic hotel chain into understated fashion staples.

Fortnite x Balenciaga Hoodies – A luxury streetwear drop that blurred the lines between gaming and high fashion. They sold out instantly, turns out some gamers will spend $725 on a designer hoodie. Violet Grey x Monica Rose – A beauty-meets-fashion crossover that elevated skincare merch to luxury status. This collaboration featured sleek, limited-edition beauty cases, sweatshirts and monogrammed accessories designed to feel like a fashion insider’s secret weapon—because skincare should come with the same glam factor as couture.

The Dorchester Collection at The Beverly Hills Hotel – A love letter to old Hollywood luxury in merch form. What was once just a souvenir has become a status symbol. The hotel’s signature palm-leaf print duffles, silky robes & pjs, and vintage-inspired patches make every piece feel instantly iconic. By leaning into timeless design, they’ve created merch that feels aspirational, not promotional.

Merch as Brand Currency

At its best, merch isn’t just about branding—it’s about identity. The best merch makes people feel part of something, whether that’s a movement, a mindset, or a really exclusive in-joke.

Prompt: What’s Your Brand Currency? If your brand created tokens that weren’t your actual product, what would they be? What would make them feel special? Think beyond the generic brand stickers and T-shirts with your logo on them.

?? Check out our new book Build Your Brand Universe where we discuss covetable merch or ‘tokens’ as preferred currency in your brand world.