By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Some branded merchandise is made to promote a company.
But the best custom branded merchandise is made to promote a person — or more specifically, the version of themselves they’re becoming.

That’s exactly what Allegra Cohen’s new merch drop does. It treats joy like the leadership skill it is.

She’s got that unmistakable:

🥳 joy but make it leadership 🥳
energy.

And we built merch to match it.

Welcome back to the Merch Lab — where we design company swag that doesn’t just look good, but means something.

The Vibe Check: Joy as a Leadership Strategy

Let’s be clear: Allegra’s version of joy isn’t performative.

It’s not “positive vibes only.”
It’s not forced optimism.
It’s not cheerleader energy.

It’s something deeper:

• Joy as resilience
• Joy as clarity
• Joy as presence

The kind of joy you build with intention — and the kind you can carry into a room like a signal.

When a community believes in something that strongly, it deserves branded apparel that reflects it.

Why We Made This Merch (and Why It Works)

Allegra helps people show up with joyful presence — in leadership, in work, in life.

So we didn’t want to create generic promotional products with a logo slapped on.

We built something better: a uniform for that energy.

A piece that feels:

• grounded
• confident
• unapologetic
• and truly wearable

This is the difference between typical corporate swag and premium company swag designed with intention.

Because when branded merchandise is aligned with identity, it doesn’t get tossed in a drawer. It gets worn on repeat.

What Makes This Drop “Swag That Slaps” 🪩

The best merch doesn’t scream. It signals.

This drop is built like a subtle badge — the kind that makes someone feel recognized without needing to explain themselves.

✅ It’s Identity-First (Not Logo-First)

A lot of branded merchandise tries to do too much with the logo.
This drop does the opposite.

The message and vibe lead. The branding supports.

That’s why it reads more like a lifestyle piece than a marketing item — which is exactly what makes branded merchandise work in the real world.

✅ It’s Designed for Real Life

This isn’t merch that only works at an event.

It’s the kind of custom branded apparel people wear:

• to lead a team meeting
• to run errands
• to a workshop
• to a coffee shop
• to remind themselves they’re doing this on purpose

The best company swag fits into someone’s routine — because that’s how it creates long-term brand visibility.

✅ It Gives People a Role to Step Into

This is the real magic:
The merch doesn’t just represent Allegra.
It represents the community.

It’s a badge for people who choose joy on purpose — even when it’s hard.

That’s the kind of emotional connection that makes branded merchandise more powerful than almost any other marketing tool.

Steal This Move: Give Your Community a Title They’re Proud to Wear

Here’s the Merch Lab takeaway you can apply to your own brand:

Give your community a title they’re proud to step into.

People don’t want merch that just says “I attended.”
They want merch that says:

• “This is who I am.”
• “This is how I lead.”
• “This is what I believe.”
• “This is what I’m building.”

When your branded merchandise reflects how someone shows up in the world, it stops being swag…

…and starts becoming identity.

What This Teaches Us About Great Branded Merchandise

Whether you’re building swag for a personal brand, a leadership community, or a company culture — this principle holds:

Merch isn’t just a giveaway. It’s a mirror.

It should reflect your people back to themselves in a way that feels true.

And when it does, you get the holy grail of company swag:

✅ repeat wear
✅ organic brand exposure
✅ community pride
✅ emotional connection
✅ merch that people actually keep

That’s what great promotional products are supposed to do.

The Bottom Line: Joy Looks Good on Leaders

Allegra’s merch drop works because it’s built around a belief — that joy isn’t fluff.

It’s leadership.

And when branded merchandise carries that kind of meaning, it doesn’t feel like marketing.

It feels like a badge of honor.