By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Key Takeaways

Zabar’s dropped a limited-edition 75th-anniversary tee with a delightfully oddball poem, and it sells out because it whispers legacy instead of screaming logo. I want your merch to work the same way: celebrate your brand story, align with customer identity and create something people want to wear.

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What does a love poem to smoked fish 🐟 have to do with branded merchandise Everything—if you’re Zabar’s.

The iconic Manhattan grocery store just dropped a limited-edition T-shirt for their 75th anniversary. It’s simple, nostalgic, and hyper-specific. And it’s paired with a delightfully oddball poem that reads:

𝘈𝘤𝘮𝘦 𝘢𝘯𝘥 𝘡𝘢𝘣𝘢𝘳’𝘴
𝘚𝘪𝘵𝘵𝘪𝘯𝘨 𝘪𝘯 𝘢 𝘵𝘳𝘦𝘦
𝘚-𝘔-𝘖-𝘒-𝘐-𝘕-𝘎
𝘍𝘪𝘳𝘴𝘵 𝘤𝘰𝘮𝘦𝘴 𝘧𝘪𝘴𝘩,
𝘛𝘩𝘦𝘯 𝘤𝘰𝘮𝘦𝘴 𝘣𝘢𝘨𝘦𝘭𝘴,
𝘛𝘩𝘦𝘯 𝘤𝘰𝘮𝘦𝘴 75 𝘺𝘦𝘢𝘳𝘴 𝘢𝘵 𝘵𝘩𝘦 𝘵𝘰𝘱 𝘰𝘧 𝘕𝘠 𝘵𝘢𝘣𝘭𝘦𝘴

It’s the kind of branded swag that actually sells out—not because it screams LOGO, but because it whispers legacy.

Why DoesThis Tee Work?: Identity Over Advertising

This is the perfect example of what good branded merchandise should do:

✅ Celebrate your brand story
✅ Align with customer identity
✅ Create something people want to wear

This shirt says:

“I know where to get the good bagels.”
“I’m a real New Yorker.”
“I’ve been shopping here since before you were born.”

It taps into something deeper than branding—it taps into belonging.

Why Great Swag Is Personal, Not Promotional

The best custom merch isn’t just a walking billboard. It’s a souvenir. A status symbol. A conversation starter.

Branded merchandise strategy is about more than slapping your logo on a shirt. It’s about asking:

• What story does this tell?
• Who will this resonate with?
• Would someone wear this twice?

Zabar’s didn’t make a shirt that said “Zabar’s.”
They made a shirt that said, “You’re one of us.”

That’s the magic.

How To Make Merch That Makes People Feel Something

Whether you’re a startup or a legacy brand, the lesson is clear:
Your company swag should make your audience feel seen.
Custom branded merch works best when it aligns with:

• Identity
• Taste
• Nostalgia
• Shared experiences

It’s not just about what you’re selling—it’s about what it means.

Would you wear a grocery store tee?