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Agenda-setting intelligence, analysis and advice for the global fashion community.

Have We Reached Peak 'Merch'?

From Vetements’ 'DHL' tee to Zoe Church’s Bieber-approved hoodies, heavily logo-ed promotional apparel has never been more fashionable. But is branded merchandise simply a passing trend, or indicative of a sincere shift in consumer values?
Tour merchandise from Guns ‘N Roses and Justin Bieber’s Purpose tour | Photo: Richie Talboy and Lucas Lefler for BoF
By
  • Max Berlinger

NEW YORK, United States — 

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