Мерч [ noun. məːtʃ ] : от Мерчандайз — More than just a T-shirt.

More than just a cup.

Something that has gone from a side note to a fashion statement. A symbol of identity, loyalty, and social connection.  For some, merch is an exclusive micro-capsule, to be worn like a brand drop.  For others, its a way to simply share the success of existence.