What happens when merch stops being a giveaway… and starts becoming part of someone’s identity? In this episode of The Collab Connection, Jay and Lauren sit down with Kylee Chun, founder of Klean Studios. Kylee helped plan BELLA + CANVAS’ immersive Coachella activation — where festival merch became a fully customizable experience. She was onsite and overseeing the execution in the merch tent... or was it a merch museum?

From vintage Coachella throwback designs and live heat pressing to fan psychology, exclusivity, nostalgia, and the rise of experiential branding, this conversation dives deep into why people no longer want generic swag. They want connection! Inside this episode:

• How BELLA + CANVAS created a “museum of merch” at Coachella
• Why customization creates emotional ownership
• The surprising rise of vintage-inspired merch and oversized fits
• Why fans waited HOURS for limited pieces
• How brands can bring experiential merch into corporate events
• What the World Cup, sports culture, and music festivals teach us about fandom
• Why the future of branded merch is meaning, not more products

Featuring:– Kylee Chun, Founder of Klean Studios– Jay Busselle, Branded Merch Network – Lauren Esser, SmithPro. If you’re in branding, merch, experiential marketing, apparel, or events — this episode is packed with insights you’ll want to steal.