The Rise of Merch Culture: From Trader Joe's Tote Bags to Bakery-Branded Condoms
Trader Joe’s tote bags have become a common sight in London this year, despite the supermarket chain not operating in the UK. This points to the growing merchandise culture that has expanded beyond well-known brands to include bakeries and local shops. Items such as bags and other swag have evolved into personal statements and signals of belonging.
One notable example is Toad Bakery in Camberwell, which sold branded condoms as a Valentine’s Day stunt. The limited-edition run saw 100% of proceeds donated to charity, highlighting creative uses of merch beyond traditional apparel. Toad Bakery also produces apparel including T-shirts and caps, with caps embroidered in Deptford. The brand focuses on partnering with local artists and emphasizes postcode pride, distinguishing areas like SE5 from SE10.
Greggs, known primarily as a bakery chain, has expanded into jewellery through a collaboration with Primark. Their offerings include 22-carat gold-plated sausage roll earrings priced at £36 and a signet ring for £48, alongside other merchandise such as bum bags, shoes, and cycling shorts.
Similarly, Dom’s Subs in Hackney sees merchandise as both a revenue stream and a form of advertising. A Carhartt collaboration in 2021 sold out rapidly, and some of their merch has been resold for prices as high as £300.
Merchandise often costs little to produce but can effectively drive customer loyalty and word-of-mouth promotion. For instance, producing 150 custom tote bags costs about £5 each, with typical retail prices roughly double that. A notable example includes a Daunt Books tote bag, purchased at retail and later noted by The Times to have reached a resale value of £120.
Overall, merchandise serves to signal brand coherence and build community among customers. However, it can also detract from core business offerings and place additional operational burdens on small enterprises.
