At some point in the mid 2000s in New York City, chefs became rock-stars. Dorsia-style hard-to-get resos have always been a thing and still are. Hotel bars became popular again and entries were velvet roped. Here’s a working theory : if you are a millennial who lived in NYC anytime before 2019, you 1. Feel deep in your soul that you were in NYC during its renaissance, heyday, moment and 2. You probably own 1 - 5 of some restaurant, hotel or bar merch items that you feel an emotional connection to. Similar to what was once an epic band t-shirt or pin that you wear proudly, hospitality appreciators simply love to buy things with hospitality brands stamped on them. I’m no different.
In my current rotation : A Zabar’s dad hat, an El Rey Court tote, an Ace Hotel DTLA (rip) tshirt, a Casetta bathrobe, a Max Fish hat (orig Orchard Street location obviously), a NoMad Hotel notebook, a B&H Dairy sweatshirt. Not to mention the Nine Orchard and Sunset Tower pens floating in my bag, and the stacks of matchbooks, postcards, coasters from every hotel or bar that offers them. It’s sort of a lot?
While I definitely get on board with kitschy souvenirs and memorabilia, there’s something that remains chic and tongue-in-cheek (tongue-in-chic?) about wearable hotel and bar merch. Especially if it’s from a place that you love and feel so emotionally connected to that you want to wear it, show it off, gather compliments and high-fives for it. When I’ve worn my Max Fish hat out and about, the people who know, know. There’s a proud community outside of the sticky floors of that bar that exists years and years later.
The power of a strong hospitality brand is told through its merch. If a guest feels so inspired as to take a piece of the hotel home - or even wear it - as a brand, you’re definitely doing something right. Read more about it :
did a great piece on hotel brands that are doing merch right-on HEREI always feel so touched when I see hotel guest reviews or emails begging for the brand of linens, mattress and pillows. That means that the hotel brand team nailed it and made our guests feel so taken care of that they are willing to purchase that vacation-vibe in a click from home. But if you aren’t going to buy the whole bed; something that you can wear around town is just right.
One thing I love about repping your favorite establishment is that you get nods of approval in the city/town where that bar/hotel/restaurant is located, but even more so when you’re in another place. And that’s when the community connections feel strongest. You’re part of a group of people that loves a specific place, bumping into one other somewhere else in the world.
It’s usually pretty easy to snag a cool hat, tote or tshirt from your favorite spot. But some other ideas here.
Because my pastime is shopping for baby clothes, a couple of goodies below. Slightly harder to find merch in miniature sizes but it’s a clear sign that a toddler in a Russ and Daughters onesie has cool parents.
The Carlyle Hotel has an excellent wrapping paper collab with Wallshoppe. Instant-fancy for any gifting.
On alltherestaurants.com you can purchases cute sketches of all your favorite NYC, Paris, London and Napa Valley. A near perfect gift for the foodie who has everything?
Some of the most inspiring hotel merch I’ve seen expands the concept to the next level. ASH NYC makes magical pieces that I want to gift and fill my home with.
And on the flip side, even before Balenciaga did it, people in LA were sporting Erewhon sweats. That’s a no for me. It’s just a grocery store, guys.
Cheers!
Ah! I’ve had my eye on that Russ & Daughters tshirt too, so cute!
I like a good box of match and Dolphy the Dolphin from Novotel (discontinued long time ago!)