Many of us will likely emerge from the pandemic with a closet full of sweatpants and a bunch of new graphic T-shirts, some more meaningful than others. EmiliaPetrarca writes
Photo: Retailer There may not be any sports teams to root for during the pandemic, but many New Yorkers are still expressing a kind of rally-cry enthusiasm for hyperlocal franchises, buying and wearing merch from neighborhood spots like bars and restaurants. It’s been a way to show some pride and support the community — even from afar.
It’s also just a good excuse to keep collecting novelty T-shirts, and there are suddenly a lot more to be had. Merch Aid, a nonprofit co-founded by three creatives at the advertising agency R/GA, has been pairing graphic designers with small businesses since the shutdown to create and sell T-shirts, tote bags, and prints.
“It’s not even an ethical choice,” said my friend Matt, who bought a T-shirt from Fanelli’s in Soho recently — a spot we’d go to after work regularly. “Some of this stuff is just really well designed, and people want to wear it because it looks really good.” Gizmo Vintage Honey has sold about 100 “quarantees” so far, but was suddenly inundated with new customers and hundreds more Instagram followers when other vintage stores started tagging her in support of small Black businesses in early June. “I’m very glad for the support. I really am,” she said. But at first, she couldn’t believe it. “Like all of a sudden? Really? This has to be a trick,” she continued.
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