Bar merch - Been there, done that, got the underwear?

To conceptualise his ever-creative lines of merchandise (the latest capsule dropped in November), Alex Kratena found inspiration in boutique hotels – where guests buy everything from bathrobes to the bed.

The co-founder of Tayēr + Elementary, and Kyara in Barcelona, says “think beyond all the touchpoints in the venue and how you can sell them,” pointing to Tayēr’s dog-friendly products.

“We are a pet-friendly bar, which is unusual in London, but realised we had never done anything for pets themselves. So we did.” Now dogs are treated to meat snacks and ball toys at the bar, and their owners can buy limited edition leashes from their online store.

Vasilis Kyritsis from Line Athens thinks of his merch as “wearable pieces of identity”, and admits a particular fondness for hats. “I’ve built a large collection of caps from bars all over the world, and they’ve become a little personal obsession of mine. That’s why we’ve started creating our own line of hats with our logo and our signature font style.”

Jack Dylan Samson Marfoldi Sullivan at Low Bones in Brooklyn, New York, believes merch should be quality, authentic, and on brand: “I would hope that it (the item) is a genuine reflection of the brand, when you see it should take you there, to a moment or a memory that made you love it so much that you choose to support it.”

It can also have a sense of humour. “Bar merch is like an inside joke,” Jack Dylan continues. “It's inclusive and should make you want to be in on it. It should demonstrate your sensibilities, your humour, and your taste because those are the qualities that people will relate to and champion.”

Merch can also be made for special moments or events. Fans of Combat in Paris love its neckties and socks, but founder Margot Lecarpentier’s most memorable piece was a set of under-garments she produced for International Women’s Day.

“I embroidered Combat on a white tee-shirt and white underwear, and you could buy a set on that day.”

She also makes a bottle opener keychain, riding rain jacket, and a hiking hat – her favourite item.

Margot’s advice is to also consider the environmental cost of merch. “It isn’t the most eco-friendly decision you’ll ever make, so in my opinion, it’s essential to make merch that is useful. It goes to waste quickly when it’s obsolete.”

There may also be legal aspects to consider – just ask Bar Leone in Hong Kong, crowned World’s Best Bar 2025. Its unorthodox online shop includes cans of “holy air” captured inside the bar, jars of its “maybe world’s best” smoked olives, and until recently, a tee-shirt that riffed on the 7-Eleven logo. That is, until a letter from the convenience store’s lawyers arrived in November citing trademark infringement.


If you bought Bar Leone’s 7-Eleven-inspired tee before it vanished – lucky you. It’s now a strictly limited edition!