The most popular types of merch among young people in Denmark (and why they work)
1. T-shirts
T-shirts are evergreen because they are:
- easy to use in everyday life
- easy to style (and thus “SoMe-friendly”)
- a large part of young people's actual purchasing patterns
And they appear directly in wishlist data for young people.
Marketing tip: Make the logo more “street” than “roll-up banner”. Subtle placement and a good fit often beats a large chest logo.
2. Hoodies and crewnecks
When young people want merch, it should often feel like something they could have bought themselves. Hoodies/crewnecks can become “uniform”, but in a good way.
Shopping tip: Consider a “sample pack” for sizes, so you don’t end up with 12 pieces. XS, no one can fit.
3. Training socks
Socks are the fun outsider that often ends up winning because:
- they are easy to give (almost no size drama)
- they are used often
- branding can be discreet and delicious
And yes: training socks are directly mentioned as in demand on wish lists.
Humor, but true: Socks are low-key. And young people love low-key.
4. Caps and beanies
Headwear is popular because it:
- is “one size” friendly
- fits into the fashion/accessories category, which young people already buy a lot of
- works well with small, clean logos
Marketing tip: Embroidered small logo/icon can give a “retail feel” without shouting.
5. Jewelry-like accessories
Jewelry is on the wish list, especially for girls.
In the merch world, this doesn't mean you have to make rings with a logo. But it does indicate that young people are generally interested in accessories and details.
This can be translated to:
- keychains with a design focus (not “cheap plastic” vibes)
- patches/pins/badges (if the brand can afford it)
- lanyards in good quality (for events and everyday use)
6. Food & beverage
If you want something that is almost guaranteed to be used… then consumer goods are hard to beat.
In PPAI’s 2025 benchmark, Food & Beverage is the runner-up among Gen Z (58%).
Marketing tip: Combine with a digital hook (such as a QR code) - and it won’t just be “a snack,” but an activation.
FAQ
Typical clothing and accessories, because young people already buy a lot of it, and because it is "wearable" in everyday life. This gives more natural brand impressions than things that just sit in a drawer.
If you want to increase visibility further, choose a design that looks good in pictures and fits the style of young people (often more discreet and “street” than a large advertising logo).
T-shirts and hoodies/crewnecks are typically the safest choices because they both have high utility value and function as “walk-around branding”.
If you are going to reach a wide audience in a large setup, make fit and quality a priority, and consider a sample pack for sizes to avoid wrong orders.
Socks, tote bags/pouches and small “daily carry” products can be strong if they look decent and feel usable in everyday life.
The trick is to choose something that the recipient will actually use more than once – otherwise it’s just a one-time expense with zero long-term effect.
Keep branding more subtle and design more “fashion” than “advertisement”. Young people often respond better to a small logo, an icon or a tone-in-tone solution than a large chest print.
Better choose fewer units of better quality than many of low quality, if you want merch to be used and not hidden away.
Yes, especially if marketing wants to be able to measure the effect. A QR code can send people to a campaign page, a discount code, a sign-up or a “scan-to-win” activation.
For purchasing, this means that merch does not just become “an expense”, but something that can be documented with traffic, registrations or leads – and that makes it easier to argue for the budget next time.
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