Historically, big brands sold merchandise to connect with consumers. Now we're living in a time when each individual can be their own brand, catering to audiences as wide or niche as they please. That means we're not just trafficking in t-shirts with company logos anymore; everything from custom hats and stickers to water bottles and phone cases can be given a personal touch. And because younger generations are more likely to buy from those they trust, it makes sense that creators with significant fanbases are poised to capitalize on the followings they've cultivated over time.