Merch. Once upon a time, it meant a plain black hoodie with your favorite creator’s name slapped across the chest. Fast-forward to 2025, and creator merch is no longer just hoodies and mugs, it’s capsule drops, fashion collabs, and sometimes, straight-up couture.
Creators have turned what started as “fan souvenirs” into full-blown lifestyle brands. Let’s break down how we went from basic tees to merch that rivals Zara and Gucci on your feed.
The Early Days: Hoodies, Tees & Mugs
Think back to 2016–2018 YouTube India. Merch was simple, affordable, and about loyalty. Wear my name, show you’re part of the fam.
Creators like Varun Sood, Mostlysane, and Vishnu Kaushal all hopped on the merch train with hoodies, tees, and caps. Fans wore them proudly, not because they were trendy, but because they screamed belonging.
Enter: Aesthetic Merch
Then came the Instagram generation. Suddenly, it wasn’t enough to slap a logo on cotton. Merch had to look good.
Cue pastel hoodies, mood-board-worthy quotes, and limited-edition prints. Creators realised: if it’s not Insta-worthy, it’s not going to sell.
Now in 2025, creator merch is no longer just “merch.” It’s fashion.
We’re seeing capsule drops, pre-order exclusives, and pop-up events. Creators are tapping into hype culture the way sneakerheads once did. Merch now drops with the drama of a luxury brand launch.
Collabs & Crossovers
Merch also stopped being solo. Creators are partnering with streetwear labels, beauty giants, and even fast-fashion brands.
What It Means for Fans
For fans, buying merch isn’t just “supporting a creator” anymore, it’s about identity. Owning a hoodie, tote, or eyeshadow palette is like saying: this is my vibe, this is my tribe.
And because creators are closer to their audience than celebrities, their merch often feels more personal and authentic. It’s less about a logo, more about a lifestyle.
