Can brand merch be luxury?

This week we talk through the existential question of brand merchandise. Stay tuned, because our standout packaging directory and luxury social guide are both coming to HYPER in short order.

Let’s begin.

“We blew our budget on Bella Canvas and coozies”

Every year, tens of thousands of companies go through the motions of ordering seasonal “shwag.”

Pens, shirts, totes, notebooks, coozies etc.

And for decades, it was mostly the same thing. Merchandise and promotional companies would bring over cheap products in bulk from China and print them domestically. Or arbitrage in between at great margins.

If a company really wanted to step up the quality, they’d get branded products like Ogio bags, Patagonia vests, dare we say… a Carhartt jacket.

But today, you need to have some intention. Influencers open boxes filled with cheap gifts and feel immediate regret. It’s just more trash that goes into the pile. Consumers have a real understanding of quality these days.

The fact is, spending your budget on a branded Peter Millar polo won’t get you very far, especially when, for the same price or less, you can get something entirely custom.

The same wavelength

Earlier this year, Clayton and I got on a call with Rabah (CMO from Fermat Commerce).

Taking calls like this is our love language.

Because you know instantly: you’re on the same wavelength.

Rabah wanted to make some merch.

The question for us was, how do we make shit that people would actually want to wear, let alone buy?

And look, we know the barrier to entry for good products is low, but the barrier to entry for people’s attention is high.

That’s where FRMT was born.

And let me tell you, we spared no expense on the creative manifestation of this. We balled out on everything, from fabrics and design to packaging and technical details.

Together, we made a kickass duffel bag in Togo leather, made on the same line as French and Italian fashion brand accessories.

Next, a rolled silk scarve with a print that is simply outrageous.

Cashmere hats.

Heavyweight tees that go a little too hard.

And a waxed cotton hoodie that you have to see in person to understand it in all its glory.

All details considered. And packaged immaculately.

When you consider that Fermat is a software company in the eComm space specializing in funnel optimization, you realize just how crazy it is that they made this happen.

Most eComm-focused companies wouldn’t dare do this, but the Fermat team saw the vision and wanted to push on boundaries around creating mid-merch.

And for that, we are grateful.

Ultimately, this collection embodies the core principles we emphasize in this newsletter.

Is it luxury?

It has the quality and desirability. However, Oren often highlights that the true luxury factor is time.

Products may start as "designer" items, with initial desirability and the potential to retain value. With consistent execution and time, they can genuinely become luxury artifacts. This collection represents the first step in that journey.

Check out Oren’s video explaining everything here.

Enjoy some selects from the collection images here.

Huge shout to the creative team that brought this experience to life!

• Ben Biondo on graphic design

• Caleb Shane on photography

• Rata and Tree, two incredible models

And thanks to the entire Fermat team for letting us team up on this project.

About Fermat Commerce

Fermat is a software that helps brands increase conversions by creating customizable post-click shopping experiences, like landing pages and product displays without the need for extensive design or development work.

The platform enables seamless integration with ads, optimizing the user journey and boosting key metrics like ROAS and AOV by simplifying experimentation and personalization at every step.

Check out what they do here

Get in touch with us

[email protected]