A legacy fish stick brand is hopping onto the niche brand merch trend.To celebrate its 175th anniversary, Gorton’s Seafood is running a campaign rooted in aesthetic nostalgia—given its age, more than one gen remembers the blue and yellow packaging from their childhood. With options like a bucket hat that says “bad day to be a fish stick,” an Andy Warhol-inspired graphic tee with mackerel cans, a tote bag, and a beach towel covered in giant fish sticks, the brand really wanted to catch Gen Z’s eye, but had to be careful of being perceived as cringe instead of on-trend. These products are inspired by the popular, often niche, graphic tees found at retailers like Urban Outfitters but take a true vintage spin by using illustrations from ‘50s Gorton’s merch stored at their HQ. (Fast Company)
📈 YPulse reported: Creative merchandise and exclusive drops are highly appealing to young people
