Beyond Merch: The Rise of Creator-Driven Fashion & Lifestyle Brands

More and more creators are finding success leveraging their unique brand and community to launch storefronts as part of a diverse revenue and engagement strategy. Many have a desire to create something that goes beyond the typical definition of “merch” and decide to try their hand at building something that allows them to take the next step beyond content and create a true creative universe for their supporters. From YouTubers and Twitch streamers to Instagram influencers and TikTok stars, creator-driven lifestyle and fashion brands are on the rise. 

However, it can be challenging to know where to get started. With so many options to choose from and many platforms charging huge fees or upfront costs to sell premium products, it’s easy to get overwhelmed. With Fourthwall, creators are able to easily design and launch their own retail-quality products for free. There's never been a better time to bring your creative vision to life and create something truly unique for your community. Let’s take a look at how these creators are doing just that:

L’Agence

L’Agence is a New York City-based collective that uses Fourthwall to power their brand. Their carefully curated streetwear features playful yet elevated designs, premium blanks, and a wide variety of colors.

A key part of the L’Agence strategy is featuring their crew throughout their marketing, design, and product listings. Before each drop, they come together to create high-quality photos and videos that they can use for promotion and to level up the vibe of their site. Seeing the new products on the creators they know and love helps get community members extra hyped to support.

Charlotte Dobre

Charlotte Dobre's fun and trendy product lines are a fan favorite. From velour tracksuits to candles, her store is designed and curated by Charlotte herself, making it a true extension of her personal brand.

Her recent drop leaned into casual luxury, offering premium velour sets not typically found in a creator shop. Charlotte is an expert at knowing what her fans want and has created an offering that’s both comfortable and fashion-forward. 

Part of what makes Charlotte’s approach to lifestyle work is featuring real people in her product listings. Charlotte includes pictures of herself and others wearing her merchandise, which helps fans envision how an item will look in real life. This personal touch adds an extra level of authenticity to her shop. 

Yetch

‍Simone Giertz’s Yetch is the epitome of a one-of-a-kind creator lifestyle brand. With “items you didn’t know you wanted” and “unique solutions to everyday problems,” Simon’s store feels solidly connected to her content, where she shows off her skills as an inventor and maker, while also being an engaging channel in and of itself. Yetch offers a variety of options at different price points, making their products accessible to a wide range of customers.

Racquet Club Resort

Shelby Church launched Racquet Club Resort to create a unique and immersive experience for her customers. Described by Church as a “mid-century modern vacation rental & casual resortwear apparel brand,” Racquet Club features a curated collection of premium clothing characterized by pastel colors. With Fourthwall, Church and her team can easily customize their site to display both their shop offerings and the resort itself, letting customers immerse themselves into the aesthetic. 

Hevesh

Hevesh5 is a world-renowned domino artist who has been creating stunning domino artwork and reaction videos for years. She expanded her brand with the launch of her shop, where fans can purchase her own domino kits and other merchandise. This shop serves as an all-in-one homebase for her brand, seamlessly incorporating affiliate links to where fans can purchase dominos while supporting her, as well as her own line of signed dominoes, signed postcards, t-shirts, and other apparel.

Hevesh also offers the option to purchase custom videos from her shop. For $50, Hevesh will create a personalized video to wish you or a friend a happy birthday, give some words of encouragement, share tips for building, answer a question, or anything else. This is a unique way for fans to connect with their favorite domino artist in an interactive way. 

Shifty Thrifting

Shifty Thrifting isn’t your average creator storefront. This unique shop curates gift boxes from interesting secondhand finds. Choose from a variety of box themes, or roll the dice with an original “random junk box”. Community members love the feeling of going on a treasure hunt without leaving their homes.

Shifty Thrifting leverages the full stack of Fourthwall features by offering their own self-fulfilled boxes, print-on-demand merchandise from our catalog, memberships, and digital products — all in one place. Whether you're looking for vintage clothes, weird collectibles, or a members-only monthly Sticker Club, Shifty Thrifting has got you covered.