Best tech company merch: 5 takeaways from their swag stores

When you build a product that people love, the natural next step is giving them ways to show it off. Tech companies figured this out early – yes, their users want functional software, but often, they also want to signal that they're part of a community that values things like good design, innovation, or just really solid APIs.

That said, there’s a big difference between a dusty online store full of leftover conference tees and a swag store selling apparel you’d spend your own paycheck on. Here's what the most successful tech company swag stores get right, and what you can learn from their approach to turning brand loyalty into wearable culture.

Adobe

Adobe figured out something most companies miss: their customers are professional creatives, so why not let them design the merch? 

For their swag store, they regularly tap artists from their community to create limited-edition collections. Past collabs have included creatives like DKNG Studios, Chez Gagné, and Strawcastle, who all set up online and in-person shops to sell limited-run prints, enamel pins, posters, totes, mugs, and more. 

It’s a win-win: every piece shows off the kind of work Adobe’s tools make possible and gives the artist a platform. And because these are real creators with real followings, new drops spark genuine buzz in the design world – your favorite illustrator announces they’ve got an Adobe collab, and suddenly, that tote is in every Behance moodboard.

Takeaway: If your customers are creators or experts, hand them the keys and let them design your merch. It instantly turns your swag into a showcase of what your community can do, not just what your logo looks like.

GitHub

GitHub cracked the code on their swag store by making their Octocat mascot (officially known as "Mona") so flexible that it never gets old. While most companies stick with one static logo design, GitHub treats its cat-octopus hybrid like a canvas that can be endlessly reimagined: Halloween Octocat wears a witch hat, Pride Month Octocat has rainbow tentacles, and conference-specific Octocats are dressed as local landmarks.

The Octocat works because it's inherently playful and adaptable. They power the Octodex (GitHub’s ever-expanding online mascot gallery) and fuel merch demand, from plushies and figurines to hoodies and enamel pins. 

Takeaway: No mascot? No problem. Pick something in your brand that can take on different “skins,” whether it’s your logo, a product feature, or a recurring inside joke. When this design motif can adapt to any situation, event, or season, you’ve got unlimited merch possibilities without ever losing your identity. Plus, your biggest fans will start collecting the whole set.

Notion

Notion’s swag store looks exactly like you’d expect from the world’s most aesthetically pleasing productivity app: minimal, monochrome, and close to being mistaken for a high-end lifestyle brand. 

The hoodies come in soft grays and warm oatmeals that could live in an Everlane catalog. Meanwhile, the tote bags feature the same clean status tags you see in your workspace templates. 

The genius here is how seamlessly the vibe carries over from the app. If you’ve ever spent an afternoon reorganizing your Notion dashboard, you’ll clock the merch instantly. It’s the same clean, calming design language that makes the product feel premium, only now you can wear it, carry it, or stick it on your laptop.

Takeaway: Your merch should feel like an IRL continuation of your product experience. Match the aesthetic, the textures, even the tiny details your fans love, so the connection is instant. If your product is bold and playful, make the merch loud and colorful. If it’s all about craftsmanship, go for premium materials and subtle detailing.

Duolingo

Duolingo's swag store is like their app – part wholesome, part completely unhinged. On one hand, you’ve got what you’d expect from a corporate merch site: a plushie of their Duo mascot, a “do my lessons” t-shirt, and a learning companion notebook for your desk. But dig deeper, and you’ll find merch that could only come from a brand fully in on the joke.

Take the “Bird Is a Bot” tee. Sure, it’s a t-shirt, but it’s a full-blown parody manifesto claiming Duo is a secret government surveillance drone, bamboozling you into handing over your data for the Illuminati. The product description begs you not to buy the shirt. Other unhinged products include the Buff Duo plushie (an aggressively muscular version of their mascot) and Duo briefs (they feature “Duo the Owl’s absolutely sculpted dump truck on the back” – and yes, it’s sold out). 

It’s a two-track strategy that works. Casual learners can grab something safe and on-brand. Meanwhile, hardcore fans deep in Duolingo meme culture get to own a piece of absurdity that makes other insiders nod knowingly. The mix keeps the store interesting and drives social shares. 

Takeaway: Merch works best when it’s built with a crystal-clear understanding of the audience. Safe, broadly appealing items keep the brand accessible. Niche, insider-only pieces spark loyalty and word-of-mouth. The sweet spot is knowing exactly when to play it safe (and when it makes sense to go off the rails).

Discord

Discord figured out how to make its swag store feel like a streetwear brand. Their drops look like they could come from Supreme or Off-White thanks to bold typography, edgy colorways, and limited availability that creates genuine hype. 

The DISXCORE collection, for example, delivers cybernetic vibes with hoodies, button-downs, socks, a sling bag, and even a high-concept Wumpus Stream Deck for your streaming setup. Meanwhile, past drops like Idle Nights leaned into nostalgic, late-night aesthetics designed to make your late-night grind feel cinematic.

The streetwear approach works because Discord's core audience is already plugged into hypebeast culture. Gamers, streamers, and online communities overlap heavily with people who follow streetwear drops and understand the psychology of limited releases. By adopting that aesthetic and scarcity model, Discord makes its merchandise feel culturally relevant rather than corporate.

Takeaway: Merch becomes magic when it taps into the culture your audience already lives in, not just yours. So, keep an eye on trends in the worlds they follow – whether that’s streetwear, gaming gear, home office aesthetics, or festival fashion – and borrow the design cues that make those products feel relevant, limited, and worth showing off.

Launch your swag store with Wayo

Building a swag store can feel like falling into an endless merch rabbit hole with too many products, too many suppliers, and no clear way to figure out what will click with your audience. It’s easy to waste time (and budget) chasing ideas that never make it past the sample stage.

Wayo’s AI-powered sourcing platform Nory helps you cut through the noise. Tell us what you have in mind, and we’ll surface product ideas and manufacturers that fit your audience, your budget, and your brand. 

Don’t want to start from scratch? Our catalog is packed with unique, trend-forward products you won’t find in the usual promo catalogs, making it easy to build a swag store people want to shop.