By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

I finally put words to something I’ve felt for years about tourist merch.

On my trip to Sicily last week, it clicked: Tourist merch follows the opposite rules of everything I teach brands about corporate swag.

When I work with companies on branded merch, I preach:
→ Keep the logo subtle
→ Lead with vibe, not vanity
→ Make it feel like something you’d actually wear—not a billboard

But in Sicily, my favorite pieces were the total reverse—and somehow, I loved them.

The best travel merch is obvious.

It’s about recognition, memory, and claiming the moment.
It says: I went here and it was cool.

What made it click for me was spotting the difference between the good stuff and the junk.

The winners had personality:
🧢 The brown hat — a trendy play on Supreme, equal parts clever and wearable
🌞 The yellow cap — so obvious and joyful it made me laugh
👟 The sneaker tee — creative and artsy, perfectly matched to the city’s vibe

This isn’t just design. It’s the city’s identity.

And just like with corporate merch, the worst offenders were the generic ones—copy-paste slogans, tired clip-art logos, and zero sense of place.

The takeaway? Whether it’s tourist merch or branded corporate swag, the best pieces aren’t just about where they’re from. They show you what it feels like to be there.

I didn’t end up buying any of these—would you have snagged one? Which is your favorite?

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Tourist merch breaks every merch rule I give brands and it works.

When we design corporate swag, I preach:
📣 Subtle logo
📣 Lead with values
📣 Create something people want to wear, not something they feel obligated to

But travel merch?
Big. Bold. Zero chill.

City names in giant letters. Fonts screaming for attention.
No subtlety. No mystery. Just full-volume:
📣 LOOK WHERE I WENT. 📣

In tourist merch, the name is the brand.

That hat that just says “SICILY” in a varsity font? It’s doing its job.

Rules shift with context.
And that’s the secret to great branded merch, knowing when to follow the guidelines, and when to blow them up for maximum impact.

If your brand wants merch that stands out, think about the environment it will live in. In corporate settings, subtlety often wins. On vacation? Loud and proud might be the move.

So tell me if you had to choose one every day of your trip: cannoli (fresh, obvs) or gelato?

For me, it’s cannoli. Every time.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Some tourist merch is so delightfully dumb, it loops back around to being perfect.

Case in point: these socks.

White crew. Red type. All they say is:

🍕 PIZZA ITALIANA 🇮🇹

That’s it. No clever twist. No overthinking.

Tourist merch isn’t trying to be cool.

It’s trying to be loud, obvious, and unforgettable.

And sometimes, that’s exactly what works.

The same principle applies to branded merch for companies: not every piece needs to be minimalist or subtle. Sometimes the most effective swag is the bold, unapologetic kind that makes people laugh, turn their heads, and want to wear it—because it says exactly what it means.

Whether you’re designing city souvenirs or corporate swag, the best branded merch captures attention in seconds and leaves an imprint that sticks.

Your turn, what’s the dumbest tourist item you own… and secretly love?

By Amanda Hofman, Founder of Go To Market

On my recent trip to Sicily, I saw the same tourist merch again and again—pieces that could have been memorable but instead felt tired. When it comes to branded merch, originality matters. Here are three examples that were everywhere… and totally missed the mark.

🖤 I ❤️ Palermo

We’ve all seen this one. Swap in any city name and it’s the same T-shirt. Zero originality. Zero vibe. The identical design is printed on shirts worldwide, stripping it of any local flavor. (And don’t get me started on the shirt next to it—the kind of “frustrating merch” that sends you straight to Google just to understand it.)

💙 The Blue Italia Hat

Fine. It’s cute. But it’s in every Italian city, looking exactly like this. When merch is so common it becomes visual white noise, it loses all emotional connection to place.

🌸 The Floral Bag

At first glance—so pretty. Until you realize the same pattern is in every shop. It started to feel like the Big Apple of Sicily: overdone, overstated, and utterly forgettable.

The tourist merch I love is clever, on-trend, and reflects the real vibe of where I’ve been. These pieces didn’t do any of that—and it’s a good reminder for brands: whether you’re creating city souvenirs or corporate swag, the best branded merch tells a story people actually want to carry home.

Your turn, what’s the most overdone, boring visual you’ve seen on tourist merch in your own city?

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

The stars have aligned, and your branded merch horoscope is here! ✨

Welcome to this month’s Merch-o-scope—your celestial guide to what swag the cosmos says you’re destined to rock. Whether you’re a fire sign with flair or an earth sign who values function, there’s a piece of custom swag in the branded universe just waiting to be worn.

Let’s fire up the cosmic swag signal and see what’s in your branded orbit this month… 🌌

🔥 July’s Zodiac-Inspired Branded Merch Picks

♌ Leo (July 23 – Aug 22)
💎 Rhinestone trucker cap
Louder than the group chat. All sparkle, no chill. Leo, your statement swag leads the room.

♍ Virgo (Aug 23 – Sept 22)
🧷 Zip pouch with labeled compartments
Organized, intentional, flawless. This functional branded merch speaks your love language.

♎ Libra (Sept 23 – Oct 22)
⚖️ Dual-text tee, mirrored in pink
Perfectly balanced, stylishly symmetrical. A custom t-shirt with serious aesthetic harmony.

♏ Scorpio (Oct 23 – Nov 21)
🖤 Jet-black crewneck sweatshirt
Mystery meets minimalism. Your branded apparel says more with less—and people notice.

♐ Sagittarius (Nov 22 – Dec 21)
🌄 Mesh cap + field notes journal
Bold, curious, on the move. Your adventure-ready merch kit is the stuff road trip dreams are made of.

♑ Capricorn (Dec 22 – Jan 19)
☕ Minimalist thermal mug
Polished. Productive. Power-sipping. This is executive-level swag with practical vibes.

♒ Aquarius (Jan 20 – Feb 18)
🌈 Holographic sticker pack with custom fonts
You’re in your visionary era. This creative promotional product is equal parts quirky and cool.

♓ Pisces (Feb 19 – Mar 20)
🧘 Sherpa zip-up with affirmations inside the collar
Soft and spiritual. Your cozy custom merch is serving introspection and comfort.

♈ Aries (Mar 21 – Apr 19)
👜 Bold red tote that screams: I showed up.
You’re here to make a mark. This high-impact branded bag does the talking.

♉ Taurus (Apr 20 – May 20)
☁️ Super-soft tee in oat milk beige
Comfort > everything. Your luxury-feel swag proves simplicity wins.

♊ Gemini (May 21 – Jun 20)
🎭 Reversible bucket hat
Two moods, one product. This versatile branded accessory is Gemini energy embodied.

♋ Cancer (Jun 21 – July 22)
🛋️ Blanket hoodie
Because emotions. And meetings. This ultra-comfy merch piece is made for WFH—and disappearing into the couch.

What’s Your Merch Destiny?

The best branded merchandise blends personal expression with brand identity. Whether you’re curating a company store or building your next swag drop, take a cue from the stars and get creative.

💬 Tag your sign and tell us: Did we nail it or call you out?
👇 Drop your cosmic swag truth in the comments!

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

In the world of digital saturation and fleeting attention spans, one form of marketing continues to thrive quietly—but powerfully—in everyday life: branded merchandise.

Here’s the hill I’ll die on:

Merch lives where ads can’t go.

We’re talking about:

• ✨ The school pickup line.
• ✨ Team offsites and coffee dates.
• ✨ Errands, workouts, casual hangs—real life, where trust is built.

These aren’t just passive moments—they’re golden moments for connection. When someone rocks your branded hoodie, water bottle, or tote bag, they’re not just repping your logo. They’re making a statement:

“I back this. I trust this. You should too.”

Why Branded Merch Is Marketing Gold

Branded swag isn’t just cute (though it can be). It’s strategic marketing that works without a screen:

• ✅ Social proof you can wear
  When a customer or employee sports your merch, they’re vouching for you—no paid influencer required.
• ✅ Organic reach beyond algorithms
  Unlike digital ads that vanish in 5 seconds, great merch has staying power. It gets seen again and again.
• ✅ Real-world credibility
  Visibility in authentic environments creates a subtle but powerful brand association that paid media can’t replicate.

Swag Sells, Even When You’re Not in the Room

Your custom branded merchandise becomes a silent spokesperson. It starts conversations. It builds brand recall. It turns fans into brand advocates.

And that’s the magic: You don’t have to be there for your merch to do its job.

Whether it’s startup swag, employee welcome kits, or promotional giveaways, the best branded products earn their keep far beyond the campaign they were created for.

So here’s a nostalgic question for you:
👉 Pagers/Beepers or CD binders—which one do you secretly miss?

(We’re team CD binder, for the record.)

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

👩🏻‍⚖️ Amanda’s Swag Court is now in session.
Today’s case? A serious offense against modern merch.

🚨 Crime: Branded Mouse Pads in 2025

🔪 Evidence:
895 flat rectangles of foam with a logo nobody asked for.

⚖️ Verdict:
Absolutely nobody is clicking for joy here.

💰 Sentence:
You must now repurpose all 895 mouse pads.
Suggestions include:

• A makeshift gymnastics mat for kids
• Crafty gala wear (think Project Runway “trash to couture” challenge)
• An avant-garde dog bed, perhaps?

Because let’s be honest…

If someone wants a mouse pad in 2025, they already have one.
The rest of us? We’re clicking straight on the trackpad.

Swag Should Be Forward-Thinking — Not Stuck in Windows 95

There’s nothing wrong with nostalgia — unless it makes your brand feel outdated.

Branded mouse pads are the cargo shorts of swag: functional, but no longer the vibe.

If your goal is to make people feel connected, seen, or delighted, a foam square isn’t getting you there.

Modern swag should feel current, intentional, and a little unexpected.

So before you bulk-order that next “practical” promo item, ask yourself:

🔹 Does this reflect where our brand is headed?
🔹 Will this actually get used?
🔹 Is this something I’d be excited to receive?

Upgrade Your Swag Game (No Objection)

At Go To Market Studio, we help businesses design strategic, modern branded merchandise that excites — not embarrasses.

We’ll help you ditch the outdated giveaways and lean into thoughtful, personality-packed merch your audience actually wants.

Because good swag makes a statement.
And bad swag ends up in Swag Court. 👩🏻‍⚖️

Appeal It? Roast It? Add Your Ruling Below 👇

Let the people decide:
🖱️ Guilty as charged?
🖱️ Or is there still a place in the merch world for branded mouse pads?

The court is adjourned — for now.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Delta Just Dropped the Most Elite Swag in the Sky

And no, it’s not another toiletry kit or sleep mask.

We’re talking personalized metal luggage tags —
Chic, free, and absolutely dripping with status. ✨

Exclusively for Medallion Members, these tags come with:

🛫 Your name
🛫 Your Million Miler milestone
🛫 Your original join year
🛫 A custom metal finish based on your tier (yes, it’s color-coded 👀)

This isn’t just airline merch — it’s a varsity jacket for frequent flyers.

This Isn’t About Function. It’s About Identity.

Let’s be real: nobody needs a metal bag tag.

But everyone loves a status symbol — something that tells the world who they are, without saying a word.

Delta nailed it.

This is branded merch at its best:
Not about utility. About belonging.

It creates an elite club moment — tangible, personalized, and share-worthy.

Embedding Your Brand Into Someone’s Identity Is a Privilege

Most merch tries to slap on a logo and call it a day.

But great branded merchandise does more than promote. It celebrates, validates, and aligns with identity.

When done right, custom swag can say:

💼 “You earned this.”
💼 “You belong here.”
💼 “This is who you are now.”

That’s not just merch. That’s emotional branding.

What’s the Takeaway for Your Brand?

You don’t need a million-mile loyalty program to create meaningful swag.

But you do need to think bigger than pens and keychains.

Design your merch to:

✅ Recognize milestones
✅ Reflect personal achievement
✅ Feel exclusive and elevated
✅ Tell a story of who your audience is becoming

That’s how you build swag that makes people proud — and makes your brand unforgettable.

So Tell Me…

🧳 Metal luggage tags as a status flex: Chic or cringe?
I say: Chic. Now who’s getting us Diamond Medallion status?

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Hot Take: Most Branded Merch Feels Like Advertising

And let’s be honest — no one’s lining up to become a walking billboard.

That crewneck with your oversized logo splashed across the chest?
It might mean something to you, but to your customers, it’s just… noise.

Because the truth is, people don’t want to wear your brand.
They want to wear something that feels like them.

Your Merch Should Say “This Is Me” — Not “Buy From Me”

Great branded merch isn’t about your logo.
It’s about your people’s identity.

When you design swag that reflects who your audience is — not just what your business does — you create connection, not clutter.

Here’s how to flip the script:

🚫 Not “This is our company.”
✅ But “This is why you love us.”

🚫 Not “Buy from us.”
✅ But “This is me.”

Identity-Driven Swag Builds Brand Love

The most shareable, wearable, loved custom merch?
It taps into what your community already believes about themselves:

🖤 “I’m someone who shows up.”
🧡 “I’m building something meaningful.”
💬 “I speak boldly, live loudly, and love what I do.”

When your swag makes someone feel seen, they’ll wear it proudly — and organically spread your message without being asked.

Don’t ask your fans to carry your logo. Let them wear their identity.

Rethink the Role of Branded Merchandise

At Go To Market Studio, we help businesses and creators design identity-first branded merch — apparel and products that make people feel connected, empowered, and proud to represent your brand.

Your swag can still rep your company.
But when it centers your audience, it converts.

Because the best kind of promo merch doesn’t say “look at us” — it says “you belong here.”

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Let’s Clear Something Up About Branded Merch

There’s a common misconception I hear all the time:

I’ll sell merch for passive income.

Hard truth?
Merch is not passive income for most businesses. 🙅🏻‍♀️

And honestly? Most things in life aren’t really passive income.
(That Etsy shop, that digital download, that affiliate link? Still needs effort.)

But here’s the good news:
Even if it’s not passive, branded merchandise is one of the most powerful sales and marketing tools you’ve got.

Great Merch Does What Ads, Content, and Funnels Try to Do

Let’s break it down. Strategic swag can:

🔥 Grab attention in a sea of sameness
🔥 Build trust with your community and fans
🔥 Spark conversations that content alone can’t
🔥 Keep your brand top of mind, without ongoing spend

A clever tee, stylish tote, or comfy crewneck becomes a walking billboard you didn’t have to boost, promote, or run ad spend against.

It shows up in Zoom calls, on social, at the grocery store, and in your favorite local coffee shop.

Swag That Supports Sales

No, your merch store might not outsell your core offer.

But when branded merch is designed with intention — and paired with your message, voice, and vibe — it becomes a multiplier:

🛍️ Builds emotional buy-in
📸 Shows up in user-generated content
💬 Gets people talking about your brand
📈 Nudges new buyers down the path to purchase

That’s not passive.
That’s powerful.

Make Merch That Works for You

At Go To Market Studio, we help brands create high-converting, high-impact swag that looks amazing and pulls its weight.

Want your branded merchandise to do more than sit on a shelf?
We’ll help you turn it into a real, working part of your growth strategy — not a side hustle pipe dream.