Many companies are teaming up for mash-up merch, the better of which evoke a sense of playfulness, such as Herschel's latest collab with Heinz on ketchup-themed luggage.Heinz/Supplied
With the festive season approaching, my inbox is bombarded with hundreds of messages pushing everything from seasonal candles to experimental detox programs. To break through the noise (and the sheer volume of messages), brands need to offer something truly unique, exceptional or downright weird.
The latter may be one of the reasons so many companies are teaming up for mash-up merch. The better of these collaborations evoke a sense of playfulness, not unlike those viral social media photos of unlikely animal pairings (This baby orangutan is friends with a tiger cub!).
The worst ones come across as clueless marketing stunts, cheap plays at PR rather than something anyone would actually buy (i.e., Are you more or less likely to purchase scrambled eggs from Tim Horton’s if they’re loosely associated with Ryan Reynolds?).
Below, I’ve put together a select roundup of this year’s most surprising merchandise collaborations – plus some thoughts on why things are (or aren’t) working for the partnerships.
The Heinz ketchup collab with Vancouver-based Herschel is fun without being too showy.Stephen Wilde/Heinz/Supplied
Vancouver-based Herschel, a company best known for its backpacks and luggage, has teamed up with Heinz for a line of ketchup-themed suitcases. The bright red exterior makes the pieces easy to spot at the baggage carousel, and the subtle ketchup packet design is fun without being overly showy.
Considering buying if: You want to embrace your inner child in a way that isn’t excessively abrasive.
Canadian music journalist Nardwuar is launching his signature Nike skate shoe this December. The design plays on Nardwuar’s signature tartan wardrobe and pom-pom hats, resulting in a shoe so ugly it comes back around to being cool. The Canadian legend seems genuinely chuffed at the collab and is celebrating the launch with a tour of skate shops (including stops in Toronto and Vancouver) over the next few weeks.
Considering buying if: You’re very serious about sneakers (and the beloved journalist known as the Human Serviette). With the collaboration expected to sell out quickly, it’s going to be pretty tough to get your hands on these.
This past July, Roots and Canada Dry combined their iconic Canadiana branding for a ginger ale-themed capsule wardrobe. In a time of “elbow’s up” nationalism, the collaboration sold out quickly.
The mash-up made a lot more sense (and looks a lot better) than Roots’ recent partnership for the new Wicked movie, which includes a puzzling $48 Elphaba Beaver stuffie and a $1,198 varsity jacket.
Consider buying if: You need to express your love for musical theatre and forgot to buy merch at the Broadway show (the Canada Dry collection is sold out, unfortunately).
Earlier this month, Air Canada and Canadian hat company Tilley teamed up to release the Bucket List Hat. While there’s a case to be made for the return of the bucket hat in pop culture – Travis Kelce was spotted in a Gucci version at last year’s US Open – it’s hard to imagine folks paying for anything with the airline’s logo on it after the recent strike by flight attendants.
Consider buying if: You forgot to pack a hat for your sun-filled vacation and there are absolutely no other options at the airport.
On the classier side of things, luxury scent brand Aesop paired up with Vancouver’s Bocci – known for its sculptural lighting and glasswork – to create a limited-edition portable lamp in Aesop’s signature amber shade. While the $400-plus price point makes this a more aspirational piece, a bigger brand teaming up with and showcasing the work of Canadian artisans is always welcome.
Consider buying if: Your partner doesn’t like it when you use overhead lighting and you have a double income with no children.