- Omri Bojko, Co-Founder, TVP NYC & Total Commerce Partners
I remember the first piece of branded merch that truly meant something to me. It was a faded, oversized tee from a sports team I loved in high school. The only way to get it was to be there in the stand at the right time. I CAUGHT it! The graphic had cracked over time, and the cotton had softened to perfection. That shirt wasn’t just something I wore—it was a badge of identity, a conversation starter, and a memory stitched into fabric.
Branded merchandise has always been around. From the early days of corporate giveaways—think pens, calendars, and cheap tote bags—to the rise of band tees and sports jerseys as cultural staples, merch has evolved from an afterthought to a legitimate, strategic business move. But here’s the thing: for a long time, it was treated as an add-on rather than an asset. Companies would slap their logo on a generic product, give it away at events, and call it a day. That approach doesn’t cut it anymore.
We’re in the golden age of merch.
The cultural perception has shifted—what used to be seen as promotional swag is now a key part of brand identity and revenue generation. Streetwear brands have turned limited-edition drops into an art form. Artists and creators are leveraging merch as a way to connect deeply with their audience. And high-end brands are recognizing that if they do it right, merch isn’t just another product—it’s an experience. If you see me, I’m typically wearing merch. Whether it’s my kids’ pre-school, a band I watched, a charity I support, or the really awesome TVP NYC merch we have in our warehouse, merch is everywhere.
At TVP NYC, we’ve been ahead of this curve, not just providing merch, but redefining how it’s done. We operate differently than most in our space. There are competitors, sure, but few who offer the level of service we do—high-end, hands-on, white-glove service that takes old-school attention to detail and modernizes it. We make the process seamless, efficient, and cost-effective without sacrificing quality or personalization.
The Psychology of Merch: Why It Matters More Than Ever
Consumerism has evolved. It’s no longer just about buying things—it’s about buying into something bigger. They crave connection, exclusivity, and authenticity. A well-designed, high-quality piece of merch isn’t just a product; it’s a statement. It’s why brands like Nike, Supreme, and even luxury houses like Balenciaga invest heavily in their merchandise lines—because they know their audience sees these products as more than just objects.
This is where TVP NYC comes in. We understand that for merch to work, it needs to be more than a promotional item. It needs to be something people actually want to wear, use, and talk about. We take the time to understand our clients’ brands and their customers. We collaborate, refine, and deliver with precision. And we do it in a way that feels personal—not transactional.
One of our key advantages? We don’t let the process become generic and clinical. Too many companies in this space treat merch like a factory line—pumping out orders with no real attention to detail. We do the opposite. Our approach is tailored and thoughtful, built on the belief that the best merch is the kind people cherish—not something people discard.
Merch is No Longer an Afterthought—It’s a Strategy
The biggest shift we’re seeing now is that brands are finally waking up to the power of merch. They’re realizing that when done well, it can drive revenue, build community, and solidify brand loyalty in ways traditional advertising can’t. The best merch tells a story—it makes people feel like they’re part of something bigger.
That’s what we do at TVP NYC. We help brands take their merch seriously, elevating it from something forgettable to something impactful. And As this golden age of merch continues to evolve, the brands that invest in doing it right will be the ones that truly stand out.
So, if you’re still thinking of merch as just another marketing tool, it’s time to rethink your approach. Because merch isn’t just having a moment—it’s becoming the moment.
