Although the TaytayMerch community has become a lifestyle brand belonging to Swiftie. But we thought it was time to officially introduce ourselves.
Let everyone know who we are, what we do, and what our mission is.
WHERE IT ALL BEGAN
During the Covid-19 pandemic, Rocket Wu and Erin Chen found healing in Taylor Swift's melodies, playing her songs on repeat to fill their quarantine days with comfort. Concurrently, Erin, a collector of Taylor Swift merchandise, stumbled upon the folklore cardigan on eBay. Although the high price of $400 disappointed Erin, she felt drawn to it—a necessary comfort in the cold, uncertain times.
The search for an affordable version led nowhere. It wasn't just Erin; there was a whole community of Swifties longing for the same thing. That's when Rocket had a lightbulb moment: Why not make their own folklore cardigan? They had the perfect setup—Erin's mother's tailor shop, a town fixture for the last 20 years.
Leveraging Erin mother's tailor shop, they embarked on a creative journey. They scoured the town for the perfect embroidery machine, delved into the intricacies of embroidery designs, and painstakingly customized buttons, selecting the softest yarns. They even worked with local dyeing workshops to achieve the perfect shade. After three months of trial and error, their first folklore cardiganwas ready.
They didn't expect what happened next！When they shared their creation with the online community, the response was overwhelming. Swifties from all over asked Erin and Rocket to help them make a folklore cardigan. But they faced a dilemma—the cost of producing these cardigans was very high, and it took a lot of manual labor. Producing just 12 cardigans took a full 2 months. Ultimately, Erin and Rocket decided to offer the cardigans to Swifties at cost. They didn't want the cardigans to become luxury items; they wanted them to be accessible to all Swifties.
The journey begins, but it's just the beginning.
HEART OF THE BRAND
Erin emphasized that TayTayMerch has always been attentive, incorporating feedback from its dedicated followers. By tuning into the desires of these followers and crafting a collection inspired by Taylor, the brand celebrates a mutual admiration for Taylor. It's more than just merchandise; it's about cultivating a lifestyle and fostering a community immersed in Taylor's aesthetic. At its core, TayTayMerch prioritizes the community.
As Rocket and Erin reflect on their journey, they recognize the magic they've created. They're thrilled to cater to every Swiftie and take immense pride in shaping this unique aesthetic lifestyle. Their dream has materialized, and the brand they've nurtured transcends mere clothing—it represents a way of life.
In an era dominated by mass production, TayTayMerch sets itself apart with an unwavering commitment to originality and independent craftsmanship. Much like Taylor's timeless melodies, every product is meticulously crafted. For us, quality isn't just a term; it's a commitment.
TayTayMerch: A brand born from a Swiftie's vision, for every Swiftie.
How do you ensure the quality and uniqueness of each product?
The journey was far from easy. The duo invested significant time and resources in customizing unique acrylic buttons, mastering the Tajima embroidery machine, and sourcing the finest silver embroidery threads. Their pursuit of the purest cream yarn even led them to a local dyeing workshop. Each step posed challenges, particularly for those new to the world of knitwear.
As demand from the Swiftie community surged, TayTayMerch's handcrafted approach struggled to keep pace. The solution? Partnering with local producers known for their embroidery prowess and expertise in small-batch sweater manufacturing. The TayTayMerch team's commitment to quality remained steadfast, with daily visits to the factory ensuring adherence to their high standards. Even now, only tailors with more than five years of experience are trusted to knit and stitch the cardigans, ensuring durability and excellence, regardless of the associated costs.
The challenges of the COVID-19 pandemic eventually gave way to stability in production, allowing TayTayMerch to collaborate with local designers. Designer Nicole recalls, "When I learned of Erin and Rocket's bold vision from a small town, I was inspired to join them. I wanted to be a part of TayTayMerch, immersing myself in this distinctive aesthetic community."
Nicole has contributed designs like the 'Midnights Cardigan', 'Lover Cardigan', and 'Speak Now Cardigan'. Each Taylor-inspired design presented unique challenges, stretching the creative limits of the team.
Exciting news about Taytaymerch community building！
TayTayMerch is striking a chord with Swifties on social media! As the world hummed to the tunes of "1989 (Taylor’s Version)," TayTayMerch celebrated this iconic release by offering a 24-hour, limited-time 13% discount on their merchandise. This gesture was more than just a promotion; it was a celebration of music, memories, and the shared love for Taylor Swift.
The brand's presence on TikTok was further amplified by fans and followers. Swifties from all corners showcased their TayTayMerch collections, shared their stories, and celebrated their shared love for Taylor Swift.
Through all these engagements, promotions, and collaborations, one thing remained clear: TayTayMerch wasn't just a brand; it was a community—a community built by Swifties, for Swifties, and with Swifties.
🤔 To the future
Rocket believes that after three years of establishing its foundation, it's time for TayTayMerch to ascend to a higher international stage.
The brand aims to offer more personalized products, allowing fans to embroider or print their names or favorite Taylor Swift lyrics, creating a one-of-a-kind piece of art. They plan to expand the product line to include lifestyle products, all designed by Swiftie artists, of course!
TayTayMerch holds an unshakable responsibility towards the environment, consistently using biodegradable bags and eco-friendly fabrics to minimize the ecological footprint of the garment production process. The brand steadfastly believes that sustainable fashion is not just a trend, but a principle to adhere to.
Looking ahead, TayTayMerch has the potential to evolve from an apparel brand into a comprehensive Swiftie lifestyle brand over the next five years. This growth will be fueled by the right strategies, collaborations, and community involvement, always staying true to the spirit of every Swiftie in the community and committed to providing an exceptional service and experience to all customers.