Everyone Needs Merch

A practical guide to creating merch for your business or community

You don't need to be a designer, a manufacturer, or an apparel expert to make merch that people actually want to wear. You just need a clear plan.

This guide comes from 20 years of designing merch, running production, and helping businesses figure out what actually makes sense for them. It's not theory. It's the exact thinking behind real merch runs for coffee shops, run clubs, events, and growing brands.

What's inside:

• How to tell if merch is the right move for your business right now (and when to wait)
• How to plan a first run without over-ordering or overspending
• Design direction that works across industries, not just what looks good on a screen
• A breakdown of blanks, materials, and what actually holds up
• The four most common printing methods, and when to use each one
• How to launch without turning it into a second job
• What to do (and skip) once your first run sells out

Who it's for:
Small business owners, run clubs, event organizers, and community brands who want to create merch without guessing their way through it.

You don't need to read it front to back. Every section ends with a quick-reference checklist, so you can skip straight to what you need and still make good decisions.

9 sections. 60 pages. One clear plan.