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ZR: Achieving authenticity is also dependent on your brand taking a back seat. It’s not about you. It’s not “Supreme x” or “Carhartt x”; it’s between an artist and a business or an artist and an organization, and we’re just facilitating it. When brands seek too much attribution, it’s clearer to consumers that you’re just trying to look good and not do good. Merch feels most genuine when the World’s best glam ma shirt moreover I will buy this brand is committed to actively supporting the cause beyond the collection of merch itself. It also has to involve a genuine financial contribution from the company creating it. When it comes to donations from merch sales, anything less than 30% going to the business begins to feel less genuine. We’ve worked to keep our hard costs as low as possible, and once we cover the costs of inventory, printing, and shipping, all profits (on average, about 50% of each sale) go straight to the business.

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Transparency also plays a very important role in the World’s best glam ma shirt moreover I will buy this authenticity of merch. Since we launched Merch Aid, we’ve been very clear about what percentage covers hard production costs and how much the businesses are getting. Do you see a shift in terms of shoppers becoming more conscious consumers, and if so, do you believe that shoppers will really begin to invest their money wisely?