If you’ve been on TikTok lately, you’ve probably stumbled across Ashby Florence, the 24-year-old graphic designer whose chaotic comedy has taken over the FYP. 

Whether she’s dancing around in a Lorax costume, lip syncing as Alexander Hamilton, or ending a bit with her signature tongue-out punchline, Ashby has quickly become one of the platform’s most unpredictable (and beloved) creators. 

Recently, the TikTok star has been making viral waves, thanks in part to her newly launched merch store, which she announced during a September 16 livestream.

However, this wasn’t your typical merch store reveal.

What started out as a joke filled with intentionally “bad” designs, ironic slogans, and low-effort graphics quickly snowballed into one of the funniest and most successful merch drops TikTok has seen this year

So, what went so…right?

In this article, we’ll show you how Ashby’s silly and authentic humor created a fan experience that allowed her to create merch with her fans on TikTok Live. We’ll also explore why she chose Fourthwall and how the platform’s tools made the experience her fans won't forget. 

From Livestream Bit to Viral Merch

Ashby's comedy thrives on chaos. So, when she decided to set up a fake merchandise store and present it to her audience, she wasn't thinking about launching a serious brand; she was doing it for the lolz. 

“I knew people would receive it well if I approached it with zero expectations and framed it as a joke,” said Ashby. “But my shock at the success was 100% real as I only truly expected 100 or so orders from die-hard fans.”

And who can blame her? Her initial drop, which at the time only featured a few silly items, including an "I Love Ashby" t-shirt, a "Mom's for Ashby" crop top and hat, and a "When I grow up, I want to be Ashby" babe tee, didn't hold much weight in terms of seriousness. 

However, the more she mocked her low-effort merch in real time, the more her fans kept hitting “buy.” And before she knew it, Ashby's so-called "serious merch" was rapidly in ways she couldn't imagine.

“Pure shock,” she recalled. “I never truly expected this to be successful."

But the bit didn't end quite there.

Once Ashby realized how quickly people were responding to her merchandise, she decided to design more items on the spot, engaging with her fans and asking them what kind of items they would like to see. 

This transformed the livestream into a co-creation session, where she scrolled through Fourthwall’s product catalog, selected items her fans requested, and mocked up designs in real-time, publishing each new item directly to her store as her viewers cheered on.

The result was more than just a merch drop; it was an interactive comedy act that doubled as a shopping frenzy. Fans weren’t just buying into the joke—they were helping build it.

Choosing Fourthwall to Power the Drop

To make her “serious merch” a reality, Ashby needed a platform that could do two things at once: allow her to design products instantly and set up a store that reflected her chaotic sense of humor.

Fourthwall checked both boxes.

“I did a ton of research to make sure I went about it the right way, and saw a lot of creators I trust using Fourthwall, so I looked into it and have really, really enjoyed it so far,” she explained.

With Fourthwall, Ashby used her skills as a graphic designer to bring her fake brand to life.

The platform’s drag-and-drop design studio allowed her to upload graphics, add text, and experiment with fonts, placements, and colors all in real-time.

Built-in product previews showed exactly how her slogans would look on different items, allowing her to mock up designs live on stream without slowing down the comedy.

Beyond product design, setting up the store itself was just as simple.

Fourthwall provided her with pre-built templates to customize, easy branding tools to match her personality, and instant publishing, so fans could start buying the moment she pushed “live.”

Everything was centralized in one dashboard, from editing products to tracking sales, which meant Ashby could keep the stream flowing while her storefront handled the logistics.

For a creator who was just trying to make her audience laugh, the ease of Fourthwall turned a silly bit into a fully functioning merch store in minutes.

Why Fans Loved It

The success of Ashby's merch wasn’t really about the quality of the products she produced, as it was about the authenticity of the moment. 

Fans felt like they were part of the joke, even becoming collaborators in the creation of some of the merchandise.

“I think people crave authenticity, which, in my opinion, is the easiest thing you can be,” Ashby explained. “I believe they liked seeing someone who has no idea what they’re doing, try to do something.”

Because she created the merch live, her audience felt invested. It wasn’t a polished campaign rollout or a quick ad; it was an inside joke made real, and they wanted to be part of it. 

As Ashby puts it:

“People crave realness in a, frankly, fake world. Not only that, you have to know your audience. If your viewers value bright colors, don’t make dark merch. If they like baggy clothes, don’t make baby tees and crop tops. In the same vein, I saw my fans like realness and satire, so I did just that.”

The Power of UGC! Promoting Through Fan Unboxings

Though Ashby continues to feature her products throughout some of her livestreams, the real marketing engine has been her fans.

Since the drop, Ashby has been reposting content from her fans unboxing their orders and showcasing her products throughout Instagram and TikTok.

She has also been engaging with her audience directly, jumping into the comments and adding another layer of connection to the experience.

By amplifying her audience’s content, Ashby has leaned into the power of user-generated content (UGC).

Unlike polished ads, these unboxing posts feel raw and authentic, making them more persuasive to new fans who see real people enjoying her merchandise.

By putting a spotlight on her fans, Ashby has effortlessly turned her buyers into collaborators, strengthening her community while letting user-generated content carry the momentum.

The Future of Fan-Created Merch

What started as a one-off gag has opened up a whole new playbook for how creators can connect with their audiences.

For Ashby, the experiment wasn’t just about selling a few funny t-shirts; it was about creating a shared moment with her community.

“I do, I think it is a fun way to engage with the community I’ve built,” she said when asked if she’d design merch live again.

“I was always someone who loved buying merch of my favorite YouTubers and streamers, so the fact that I can replicate that even in a small way makes me super excited for the future!”

By letting her fans watch and participate in the design process, Ashby flipped the traditional merch model on its head.

Instead of fans waiting for a polished, curated drop, they got to help shape it in real time, suggesting products, reacting to designs, and essentially co-creating the collection. 

This kind of fan-driven creation is something any creator can replicate. And with a platform like Fourthwall by your side, you can easily design and launch products on the spot, without any technical barriers.

In the end, Ashby’s story shows that merch doesn’t have to be about glossy branding or corporate-style rollouts. It can be messy, funny, and collaborative—and often, that’s exactly what fans want.