Let’s be honest. Most political merch makes us want to cry with sound effects worthy of an award.

I have a drawer full of candidate t-shirts. But that’s pretty much where they are going to stay, unless I’m going to a specific political event.

Additionally, they don’t really work with most outfits I wear, and so, I’m stuck with doing the t-shirt and jeans look, almost every single time.

Side note: If you throw on a blazer, it works!! And that thumbnail of the flag t-shirt was easy to work with!!

The boxy t-shirt with a logo slapped across the chest?

The lanyard no one asked for?

The water bottle that leaks after one wash cycle?

We’ve all been there, politely stuffing “free” campaign gear into a drawer, knowing it’ll never see the light of day again.

The problem is that political organizations and candidates keep producing the same tired items, mistaking quantity for connection. But here’s the truth: great merch isn’t about plastering your name everywhere.

It’s about creating pieces people actually want to use, wear, or show off.

Look, done right, merch can be an extension of your message and your brand. It can be something that sparks conversation, not eye rolls and sobbing.

So, how do you elevate your campaign swag from cringe to red carpet worthy?

Let’s start with t-shirts—since, yes, you kind of have to have them, and then go from there.

The basic cotton campaign tee has been done to death. If you’re going to make one, upgrade it. Go with fitted cuts, soft blends, and stylish designs that don’t scream “yard sign on fabric.”

Think clever slogans, bold graphics, or minimalist logos that people would actually buy at a store.

If your volunteers would wear it outside of canvassing, you’re doing it right.

Skip the plastic-feeling “swag bags” and invest in canvas totes that last or drawstring backpacks.

Make them quirky, political, and useful.

A tote with a line like “Voting Looks Good on You” is something people can wear to the farmer’s market without feeling like a walking billboard.

Buttons are classic, but they’ve evolved.

Enamel pins are small, stylish, and collectible. They’re perfect for jackets, backpacks, or lanyards.

Instead of just the candidate’s name, create pins with symbols, slogans, or inside jokes that your supporters can rally around.

Think culture meets campaign or candidate. Plenty of campaign managers and consultants are going to frown at this, but be ok with being different.

People love a good notebook, especially if it feels intentional.

Imagine giving supporters a sleek journal embossed with your campaign theme and not just your name: “Write the Future with [Insert Candidate or Organization Name]” or “Our City’s Story Begins with [Insert Candidate Name].”

Find a theme that works with your brand and amplifies your political story or message. It should be merch that feels personal, useful, and professional.

Skip the water bottle, maybe.

If it’s hot enough during your election season, this could be the thing that helps you get creative with what you represent: “We’re not watering down our message. We’re in this fight ‘til the end.”

But also consider going the tech route with phone grips, laptop stickers, or even branded webcam covers. These are the kinds of items people keep within arm’s reach, and they put your message in front of them daily.

Tech merch often sparks conversations when people see it in use.

T-shirts aren’t the only game in town.

Hoodies, beanies, socks, face masks, even campaign-branded sunglasses, can be fun, fresh, and actually worn. Think less “corporate freebie” and more “limited-edition drop.”

Make people want to be seen in your merch.

The best political merch doesn’t just raise money, it builds identity.

It should be something people are proud to carry, wear, or show off, not something that ends up in a donation bin by December.

Think about what your supporters actually use in their daily lives. Think about how your message translates into design. And above all, remember that political swag doesn’t have to be cringe.

Done right, it can create culture.