3X BRANDS NAILING MERCH

Merch. It’s a tricky brief. Get it wrong, and there’s a high chance you’ll create a mass of tat destined for landfill. But get it right, and you could be looking at gold in the form of authentic, covetable, and even collectable merchandise.

Over the years, there have been few names that have managed to create merch that stands out enough to become a worthy extension of their brand. But if there’s a common thread among the success stories, it’s that merch done well is anything but boring. Just ask these three brands who’ve recently nailed it:

POPPI

The delicious soda brand on every Gen Z’s lips, Poppi has been ~ahem~ popping up all over the place the past few years. But September’s New York Fashion Week saw them launch what might be their biggest activation to date. And, along with it, an impressively convincing noughties-style online ‘swag’ store.

The store, which is reminiscent of 00s internet darling Habbo Hotel, allows users to shop limited-edition merch that launched at Poppi World IRL. An exact replica of the SoHo-based space, bright cherry-red walls are lined with animated photos, while bubble-style furniture fills the floor for an authentic and nostalgic feel – something which has been proven to resonate strongly with Zoomers.

Shoppable elements also include goods such as trucker hats and rhinestone tees, as well as hidden easter eggs dotted around the site. Check it out here.

BURT’S BEES

Launched to celebrate their 40th birthday, lip care giants Burt’s Bees recently created a camping-themed campaign jam-packed with cool pieces to honour their founders. 

Aptly named Camp Burt’s ’84, the summer merch collection also pays homage to the brand’s environmental pledges and enduring partnerships with Katahdin Woods and Waters National Monument. Stand out pieces include a water bottle made to look like an oversized version of the classic beeswax lip balm, vintage-style t-shirts, and a beach towel carrying the iconic red and yellow logo.

Shot at founder Burt Shavitz’s cabin, campaign imagery was curated to replicate the feeling of being at a summer camp while capturing a sense of ‘frolicking through the forest’ for shoppers.

IKEA

No stranger to hype-fuelled merch, IKEA has been back at it again recently with another Frakta drop. Landing in Singapore, the Swedish furniture giant’s limited-edition Resten Bag is a take on their iconic blue shopping bag – but with an added chic twist.

As the name ‘Resten’ suggests, IKEA’s signature bag has been turned into a padded pillow, made with comfortable fabrics and stuffing. Playing on the fact that Singapore is the third most sleep deprived country in the world, the aim of the bag is to ‘bring comfort to the busy lives of ‘one of the world’s most rest-less countries.’

But this isn’t IKEA’s first foray into Frakta merch. Previously, they’ve partnered with the likes of Virgil Abloh and Rolf and Mette Hay to create coveted re-imaginings of the big blue bag. But those looking to get their hands on one need to be stealthy, as only those who spend S$150 in a transaction can play for the chance to win.

Words by Emma Cocker, Copywriter.

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