 love them. I’ve got an entire drawer dedicated to the obsession. One drawer. Multiple layers. We’re talking stratum. I just counted: just shy of 

 are crammed in there. Sometimes I can’t even shut the dang thing. It drives my wife nuts. If she ever leaves me, it’ll be over my inability to Marie Kondo this cotton catastrophe into something manageable.

I’ve always been a sucker for merch — shirts, hats, toys, pins, you name it. I still remember zooming around the neighborhood in my iron-on Flash Gordon tee and thinking I was the coolest thing this side of Planet Mongo. Or the time I was supposed to be learning the multiplication tables but instead practiced drawing my Admiral Ackbar shirt 

But my love for merch —  specifically wearable merch — came with my obsession with 

 and a shirt I wore until it literally fell off me. My mom clipped proofs-of-purchases for months and then mailed them off just so tiny me could broadcast to the world: 

People needed to know. I was four, but I had a message, and that message was printed in bold across my chest.

I bring all of this up because that’s what merch is all about, isn’t it? Broadcasting to the world what 

Ownable merch is magic. It’s how you smuggle a brand away from itself and into your real life. It takes all that big, abstract stuff, like values, stories, vibes, and shrinks it down into something you can wear, hold, stick on your laptop, or pull over your head when you need a little confidence boost. Suddenly, it’s not just a logo anymore. It’s 

(Or your overflowing drawer of Godzilla tee's ;)

That kind of physical connection? It’s sticky. It keeps the brand close, even when you're nowhere near it.

Here are 5 quick reasons you shouldn’t sleep on ownable merch:

, already the queen of cool-girl skincare, dropped a soft pink hoodie—and the internet lost it. Not a product. Not a serum. A sweatshirt. But not just any sweatshirt: this thing became a uniform. A badge. A wearable wink that said, “Yeah, I get it.” GlossiWEAR turned their fans into walking billboards, and even people who’d never tried the products wanted in. 

Suddenly, the brand wasn’t just on your shelf; it was on everybody's back.

Great merch isn’t just something you wear; it’s a conversation starter. 

 nailed this by turning their chaos-loving vibe into merch people had to have — shirts, skate decks, even air fresheners. Fans didn’t just drink the water; they wore the brand. And in doing so, they helped it explode across subcultures and social feeds without a dollar of traditional advertising.

It creates new revenue or loyalty streams.

Merch isn’t just a brand booster. It can 

 the brand. Drop it with intention (or scarcity), and it becomes a product line, a loyalty play, even a lifestyle. 

 gets this. Their hats, shirts, and patches aren’t just extras; they sell out, rack up revenue, and let fans live the rugged identity. 

You're not just buying a cooler... you’re buying into the whole damn ethos.

Wearing merch can feel like a secret handshake. It’s also a quiet “me too” for people who get it. It builds community without saying a word. 

 understood this early on. Their patches and tags weren’t just branding; they were badges of belief. Sustainability, adventure, activism… all stitched into gear worn with pride. 

It wasn’t just apparel. It was alignment.

Don’t sleep on the team. Ownable merch builds internal pride just as much as external buzz. A good shirt makes people feel like part of something bigger. 

 nailed this with quirky, high-quality merch that employees actually wanted to wear. It reinforced their creative, offbeat culture and made a B2B brand feel surprisingly human.

At VIA Studio, we’re merch people. Always have been. We know the power of a good tee, and we’ve seen it work. When 

 rebranded, a simple shirt helped rally the internal team. From there, we rolled out designs for hats, magnets, bottles, bags, and — naturally — t-shirts for both big and little nature lovers. Today, the faithful foresters are out there repping local art and conservation with pride. Branded swag never looked so mission-driven.

. Tees, hoodies, pins, stickers… we did it all. We’ve seen firsthand what good merch can do: their sales continue to climb every year, and the stuff isn’t just worn in October. Folks rock it 

. I’ve seen it at the grocery store in June. I’ve worn it in 

. Great merch doesn’t go back in the box after Spooky Season. It becomes part of the rotation.

So yeah, we believe in merch. The kind you want to wear because it 

 something. It’s storytelling you can zip up, slap on a water bottle, or gift to your four-year-old future brand ambassador. If you’re thinking about how merch could play a bigger role in your brand’s story, we’d love to help.

. And hey, if you ever stumble across a vintage Monster Cookies shirt* in adult sizes, do the right thing. I’ll owe you forever.

* I wish I had a pic to share, but alas, some things are lost to time. Trust me, though, that shirt was the bees’ knees.

Sometimes merch sticks around longer than anything else. This shirt, for example, was part of the 2016 rebrand of Louisville’s Waterfront Park. That’s nearly a decade ago. The rest of the launch materials have come and gone, but this shirt? Still going. Still selling at events. Still making its way into new hands. Still making people smile. When merch is well-designed and genuinely wearable, it doesn’t just support a brand, it helps carry it forward. 


Branding

Art Direction

Collateral

The Importance of Ownable Merch 

We had the opportunity to partner with the 

Southeastern Association of Fish and Wildlife Agencies

 (SEAFWA) to create imagery that promotes inclusivity in fishing and outdoor recreation. The project objective was centered around capturing the true essence of diverse experiences and celebrating the joy that comes from casting a line into the water. In the photography we provided, we set out to showcase people of color, multi-generational families, people of all ages, and women enjoying fishing in locations that would resonate across the Southeastern states.

Promoting inclusivity in fishing and outdoor recreation is crucial for creating a more equitable society, expanding access to outdoor spaces, fostering environmental stewardship, building stronger communities, and inspiring future generations. By actively embracing and encouraging inclusivity, we can ensure that fishing and outdoor activities are enjoyed and cherished by all.

, I played a pivotal role in shaping the overall aesthetic of our recent photoshoot. It was crucial to find the perfect photographer for the project, and without a doubt, Aubrey Janelle stood out as the ideal candidate. Her impressive background in outdoor photography, combined with her exceptional ability to direct and make people feel at ease in front of the camera, made her the perfect fit. This was particularly important since all our models were regular individuals, and ensuring their comfort was a top priority.

Our Fish and Wildlife contacts came through with some fantastic options for models in our photo shoot. They tapped into a pool of talent, including Fish and Wildlife employees, friends, and even family members. This added a wonderful sense of ease to the photoshoots because many of the models were familiar with one another which created a comfortable and relaxed atmosphere that translated beautifully into the final shots.

We carefully selected locations that were representative of the region, ensuring that our imagery could be relatable to a wide range of communities. From the sandy beaches of Florida's coastline to the serene lakes and rivers of Kentucky, we captured moments of connection, laughter, and shared experiences. 

Bringing together all the essential elements of the photo shoot was a mammoth task, but VIA's Project Manager and Production Coordinator, 

 absolutely nailed it. She worked her magic to coordinate everything from the models, locations, travel arrangements, on-set snacks, and meals, to the scheduling of the shoots. Chelsea's expertise shone through as she seamlessly organized our trips from Portland, Oregon to both Florida and Kentucky, ensuring a smooth experience for Aubrey and me. Not only that, she flawlessly managed the run-of-show schedules during the shoots and made sure everyone stayed hydrated and in high spirits.

Our journey in Florida began with early morning photoshoots, where we eagerly awaited the rising sun on the captivating coastline. The incredible hues of dawn painted an otherworldly backdrop as we captured the essence of families and friends bonding over the shared love of fishing. 

We documented the joyous moments of saltwater fishing, both on boats and right from the shore. The photographs captured the thrill of reeling in prized catches, the laughter that filled the air, and the pure delight on the faces of those casting their lines into the ocean.

In Kentucky, we immersed ourselves in the serene beauty of freshwater fishing, setting out on kayaks and pontoons to explore the abundant lakes and waterways. 

This was a place where women took center stage, showcasing their fishing skills with confidence and grace. Our lenses captured the camaraderie of families and friends, as they embarked on fishing adventures together, sharing stories and creating memories.

...And we did! Throughout our journey in Florida and Kentucky, our project showcased the diverse fishing opportunities of the Southeastern states while emphasizing the significance of promoting inclusivity in outdoor recreation. Our photographs captured more than just the thrill of the catch — they depicted shared experiences among families, friends, and women who were united by their love for the sport.

These images exceeded the client's expectations

and have resonated with people far and wide, sparking conversations about representation and inclusivity in the fishing community. Let's use this project as a reminder that fishing has the power to unite people from all walks of life, celebrating our unique stories and the beauty of coming together in nature.

If you or your team needs help planning or executing a campaign, VIA is here to help. Whether you're in need of photography, video, marketing services, or anything in between, we've got you covered. Explore our 

Olivia Harmsen - Kentucky Fish and Wildlife, R3 Coordinator

Emily Abellera - Florida Fish and Wildlife, Public Information Specialist II

Photography

Reel Stories: A Photography Project Exploring Inclusivity in Fishing

Non-profit Marketing

Copywriting

Marketing Strategy

Advertising

Reporting & Analysis

Dare to Care

Southeastern Association of Fish and Wildlife Agencies (SEAFWA)

Art Direction runs the gamut from concepting a campaign to directing a photo or video shoot. We can help guide a brand vision through any media.

Art Direction

Art Direction: Case Studies

01

Dare to Care

02

Southeastern Association of Fish and Wildlife Agencies (SEAFWA)

Art Direction: Blog Posts

The Importance of Ownable Merch

Reel Stories: A Photography Project Exploring Inclusivity in Fishing