ZR: Achieving authenticity is also dependent on your brand taking a back seat. It’s not about you. When brands seek too much attribution, it’s clearer to consumers that you’re just trying to look good and not do good. Merch feels most genuine when the I Like You Because You_re Weird And Crazy Like Me Shirt but in fact I love this brand is committed to actively supporting the cause beyond the collection of merch itself. It also has to involve a genuine financial contribution from the company creating it, and shipping, all profits (on average, about 50% of each sale) go straight to the business.