I think about the complexities of merch whenever I see someone who’s clearly not a Yankees fan wearing a Yankees hat. Are they repping the team? Is it just a look? Why do we buy merch at all?
Sometimes, the answer is simple. If it’s a band I love or a team I actually root for, I buy the shirt, the patch, the commemorative whatchamacallit. It’s a way for me to show devotion and broadcast my allegiance. But then there’s the other kind: the merch that transcends the brand that made it. Like the Yankees cap, or any of the I ❤️ NY junk. People don’t buy those things to support NYC tourism or Milton Glaser or the Yankees. They’re buying into an idea, an identity, a feeling.
That’s exactly what Lauren Biederman tapped into with the latest drop from Biederman’s Specialty Foods, her classic Jewish appetizing shop in South Philly. The black-and-white trucker hat embroidered with the words BUMPIN’ THAT isn’t just shop merch, it’s a cultural crossover. Equal parts caviar reference and Charli xcx wink, the hat instantly became a conversation piece. I caught up with Lauren over email as soon as I saw it. How could I not? It’s perfect.
How did this idea click for you?
“It was inspired by a combination of the caviar bumps that we offer at the kiosk and a lyric by Charli xcx in the song ‘365’ where she says ‘bumpin’ that’ about a million times (which I love). Our caviar bumps feature our rotating selection of Osetra and white sturgeon caviars either placed on your hand in a dollop, or on a blini with creme fraiche in order for people who come to our caviar stand to try it.”
Lauren started with an idea that made people smile, connected the dots between a cultural moment and her brand, and then turned into something people actually wanted to wear. But of course, turning an idea into an actual item comes with hurdles. For small businesses, even producing merch can be a logistical and financial feat. Just you, the printer, and a hope that it sells.
How’d the production process go?
“For the production, I reached out to a local graphic designer, Olivia Smith Design, then sent the images she created to an Etsy embroiderer who changed a few things in order to format it best on our five panel hat. I knew I wanted a black and white hat since most of our merch is the same colorway. The only snag was that sometimes production takes a super long time; in this case, about four weeks (for me that felt like forever).”
How does it fit in with the rest of your merch?
“For Biederman’s, I like to create merch mostly for regulars and to use as uniforms for my staff. We have canvas tote bags, insulated tote bags, tiny lunch box coolers for caviar purchases, hoodies, and t-shirts in addition to these new hats. These were the first items I really made for fun, but it’s been awesome seeing how people like the more playful merch…so we may do more in the future!”
That playfulness is key. Because merch doesn’t work if no one wants to wear it, or if it doesn’t spark something. That seems obvious, but it’s surprisingly easy to forget, especially when you're thinking about bigger concerns like visibility or revenue. People only put something on their body if it feels personal or cool or funny or just right.
For big brands, the context travels with the logo. But for smaller ones, you need a story that people want to be part of. A tote or hoodie can be practical or cute, but the real magic happens when merch moves from utilitarian to conversational. When it tells a joke, makes a reference, or signals identity.
That’s what the BUMPIN’ THAT hat does. It’s not just promotional, it’s an inside joke, a cultural wink, a little bit of edge. It’s merch, yes, but it’s also a vibe. It works not because it pushes the brand, but because it invites people in.
Keep up with Biederman’s latest creations by following them on Instagram and Facebook. And maybe grab a hat before they’re gone.
