Beauty

In 2020, at the height of the pandemic, Summer Fridays launched its first merch: a tie-dye sweat set, with the brand's name embroidered on each piece. It sold out in three minutes. "We were panicking on the phone with our merch vendor. We ended up having to do a second order because we had so many people asking to sign up for a waitlist," said Blair Badge, the brand's vp of marketing. "We were like, 'Let's do something that's really cozy and [feels like] self-care, since we're all at home. It started very organically," she said.