In July, something weird happened at the intersection of okay beer, tennis, and surprisingly great merch. Stella Artois dropped a limited-edition corduroy cap during Wimbledon — free with a 4-pack. And people lost it.

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Why did they lose it :

• Cord embroidery
  
  
• Great colors
  
  
• Premium look
  
  
• Totally not your typical promo junk
  
  

This wasn’t a throwaway giveaway. It was a fashion play.

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People flocked to Co-op just to grab them — not even for the beer — then flipped the hats on Depop for £20 to £40 a pop.

 And the craziest part?

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People are actually buying them.

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It’s pure Supreme-style hype, wrapped in a British beer brand. Suddenly, Stella’s in the same sentence as Wimbledon, streetwear, and “IYKYK” summer flexes.

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Why It Worked

1. It felt cool.
   Not like swag. Like something you’d buy at a pop-up in Shoreditch.
   
   
2. It had a purpose.
   Wimbledon. Summer. Pub gardens. Perfect storm.
   
   
3. It was limited.
   Manufactured scarcity = desirability.

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What We’ve Learned From Doing This Ourselves

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At Stash, we’ve done stuff like this for years — and we’ve seen what works (and what doesn’t).

Rule #1: Don’t order from “custom merch” sites that churn out polyester tat.
That’s not product design — that’s landfill.

Instead, start with good materials, smart design, and a clear vibe. If your merch doesn’t feel like something a Gen-Z stylist would wear, it won’t get worn.

And if it doesn’t get worn, what’s the point?

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Want to Pull a “Stella” For Your Brand?

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We ran the numbers. Doing a drop like this isn’t crazy expensive if done right — and it pays off in loyalty, reach, and actual resale hype.

Want the breakdown? We’ve got some rough costs, timelines, and ideas ready to go.

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1,000 pcs - £7.00 ex VAT

2,000 pcs - £6.00 ex VAT

more ? Drop us an email.

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👉 Reach out: bespoke@stashcompany.co.uk
We’ll put a few killer ideas in your inbox by the end of the day.

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