exclusive at attack
Merch used to be the ultimate I was there-proof. Today with nobody being able to actually be there, merch has become even more important.
It gives you a context beyond the physical. Never have the barrier to walk up to (or you know, enter the comment section which is the social distancing way of walking up to someone) to a person you have never met or spoken to before been as low as when you are wearing the same merch.
Merch brings people together, online as much as IRL.
Online magazine and fashion community Hobnob Journal, founded by Fanny Ekstrand and Linn Eklund, launched their first caps during Covid lockdown. They designed and produced them before however and when the caps arrived they were like oh shit, will people buy merch caps for just sitting at home? Turns out they did. This is their second collection of caps.